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Morrisons launches new loyalty scheme: how does it compare with Nectar and Clubcard?
Today sees the launch of a new Morrisons loyalty scheme - so what's different, and how does it compare with Nectar and Clubcard?
Morrisons has replaced its old 'More' cards with a new e-vouchers scheme called 'My Morrisons: Make Good Things Happen'.
Instead of collecting points to spend in store, shoppers will now be sent personalised money-off vouchers.
Here, Which? explains the changes in more detail and compares Morrisons' new scheme with Sainsbury's Nectar and Tesco's Clubcard, to help you work out which scheme could save you the most money on your weekly shop.
How is Morrisons' loyalty scheme changing?
Morrisons' loyalty scheme used to run on a points basis, but this format has been scrapped and replaced with personalised money-off vouchers, which are available via the new My Morrisons app.
The e-vouchers now come alongside instantly redeemable in-app promotions, which can be used in store or online. Morrisons says the coupons will be based on the items you buy the most.
The vouchers need to be activated on the Morrisons app or on its website (Morrisons.com). You then scan the barcode on your phone at the checkout, or input the code online, and the saving will be deducted from your bill.
Once your offers are activated, they're valid for an entire year - longer than many other retailers' special-offer vouchers.
Apple users can download the app from the Apple store, while those with Android phones can get it from Google Play.
- Have you got the new My Morrisons app? Get in touch with Which? Money on Facebook or Twitter to let us know what you've been offered and what you make of the new scheme.
My Morrisons goes card-free
Shoppers used to be offered a plastic Morrisons More card, but these are being phased out. If you have a Morrisons More card, you can still use it but it won't be replaced if you lose it.
Signing up for the new My Morrisons scheme is all done via the website or app - good news for the environment but not so great for anyone without an email address or smartphone, as they will be unable to join. However, if they already have a membership card from the old scheme, they can ask to be given physical vouchers.
The app will play host to all of Morrisons' online offerings - Morrisons.com, food boxes and the Morrisons cafe and takeaway menu.
Morrisons says that more features will launch in the next few weeks, including 'the opportunity to give back to the community', a 'basket bonus surprise' and 'delight rewards'.
- Find out more: loyalty cards compared
What should you do with existing 'More' points?
Shoppers used to be able to rack up More points when buying from Morrisons stores, cafes, forecourts and online. Each point was worth 0.1p, and once you reached 5,000 points you could claim a £5 Morrisons voucher.
You have until 9 August to convert any existing points to Morrisons Fivers vouchers, which will be valid for 56 weeks from the date they're issued.
Morrisons said it will confirm at a later date what will happen to customers' points totals of less than 5,000.
- Find out more: best and worst supermarkets
Why has Morrisons More been axed?
Morrisons says it has made the changes in response to feedback from shoppers.
'Customers tell us they want to give back to their communities and support the environment by living plastic- and paper-free, where possible,' according to the Morrisons website.
'In response we are removing points and moving to a money-off and instant rewards-based programme delivered through the More app on your mobile phone and website.'
- Find out more: how to save money at the supermarket
My Morrisons vs Nectar and Clubcard
Moving away from a points-based scheme is a bold move for Morrisons, and sets it apart from Sainsbury's and Tesco - two of its biggest competitors.
Morrisons has been tight-lipped about how much the money-off vouchers will be worth, and as they'll be personalised it's not possible for us to know at this stage whether you're likely to be better or worse off with this new scheme than with the old one.
However, if you prefer a points-based system where you know exactly what you're getting, we've outlined the three main options in the table below. (Aldi doesn't offer a loyalty scheme, Asda only offers a Christmas savings scheme, and MyWaitrose offers discounts and freebies but not points.)
| Scheme | Points or discounts? | Points per £1 spent | Spend £100, get: | What else should you know? | Find out more at: |
| Lidl Plus | Discounts | n/a | £2, or £10 if you spend £200+ in a month | You'll get four weekly money-off coupons plus a scratch card every time you shop | Lidl.co.uk |
| Nectar (Sainsbury's) | Both | 1 | 50p (each point is worth 0.5p) | You can earn and spend Nectar points with more than 300 other brands | Nectar.com |
| Clubcard (Tesco) | Both | 1 | £1 (each point is worth 1p) | Points are worth more when spent with other brands, of which there are nearly 300 | Tesco.com |
- Find out more: which is the cheapest supermarket?
This story was updated on 13 May to say that existing cardholders can request paper vouchers if they are unable to use the app or email system.
