Morrisons has introduced a major update to its More Card app, giving shoppers access to six personalised offers each week based on their individual shopping habits. Launched in mid-October 2026, the changes aim to make loyalty rewards more relevant by focusing on products customers regularly purchase.
The updated app also introduces an improved digital shopping list, barcode scanning and easier access to loyalty points and rewards. Together, these features are designed to help customers find relevant discounts, plan their grocery trips and manage their rewards more conveniently.
Key Takeaways
- More Card members receive six personalised offers each week based on their shopping history.
- Offers include percentage discounts on selected products or opportunities to earn bonus More Points.
- A barcode-scanning tool allows shoppers to build digital shopping lists at home.
- Shopping lists are organised by store aisle to make in-store trips easier.
- Customers can convert points into vouchers through the app and access partner rewards digitally.
- The updated system uses Eagle Eye loyalty technology to support personalised promotions and additional reward features.
What Has Changed in the Morrisons More Card App?
The latest update moves Morrisons’ loyalty programme towards more individualised rewards. Instead of relying primarily on broad promotional categories, the app now highlights offers selected according to each customer’s purchasing habits.
For example, shoppers who regularly buy particular grocery products may receive discounts or bonus points on those items. The aim is to make weekly offers more useful by connecting promotions with products customers already purchase.
The updated app also provides a dedicated area for personalised deals, making it easier to review available offers before heading to the supermarket.
How the Six Personalised Weekly Offers Work
Each More Card member receives six offers selected specifically for their shopping profile. The offers are refreshed weekly and can take two main forms.
Percentage discounts: Customers receive a reduced price on selected products, allowing them to save directly on eligible purchases.
Bonus More Points: Shoppers earn additional loyalty points when they buy qualifying products within the offer period.
This approach gives customers different ways to benefit from the programme. Those looking to reduce their grocery bill immediately may prefer percentage discounts, while shoppers who regularly collect points may find bonus-point offers more appealing.
Under the standard More Card scheme, members earn five points per eligible product purchased. Once they accumulate 5,000 points, they can exchange them for a £5 voucher to spend in store or online, subject to the scheme’s terms.
The More Card is free to join, and customers can register online or in store.
New Shopping List Tool Makes Grocery Trips Easier
One of the most practical additions is an improved digital shopping list.
The barcode-scanning feature allows customers to scan products at home and add them to their shopping list. This can be useful when checking cupboards, planning meals or preparing for a regular grocery shop.
The app then organises items by store aisle, helping shoppers locate products more efficiently during their visit.
Other improvements include:
- A dedicated section for personalised weekly offers.
- Easier access to partner rewards.
- The ability to convert accumulated points into vouchers through the app.
- Digital access to offers and rewards without relying on printed coupons.
These changes bring more of the shopping process into one place, from planning purchases at home to checking discounts and managing loyalty rewards in store.
The Technology Behind the More Card Upgrade
The app update is supported by Eagle Eye’s loyalty technology, which enables retailers to deliver personalised promotions and manage customer rewards across different shopping channels.
The platform supports targeted offers, real-time promotional activity and additional loyalty features. These capabilities provide the infrastructure for Morrisons to tailor promotions more closely to individual customers.
Potential features include points-boosting challenges and bonus rewards linked to shopping activity. Such tools can encourage customers to engage more regularly with the loyalty programme, although the availability of individual features may vary.
The wider move towards personalised promotions also reflects a growing focus on digital loyalty schemes across the supermarket sector, where retailers are increasingly using shopping data to make offers more relevant.
What the Update Means for Everyday Shoppers
For customers, the main benefit is the possibility of receiving discounts on products they already buy rather than relying solely on general promotions.
The updated shopping list could also make it easier to organise weekly purchases and avoid forgetting essential items. Meanwhile, digital voucher conversion offers a more convenient way to access rewards without needing printed coupons.
However, personalised offers will differ between customers. Not every shopper will receive the same discounts, and the value of the offers will depend on which products are included in their weekly selection.
Customers should also review the terms of individual promotions to understand qualifying products, expiry dates and any purchase requirements.
How to Make the Most of the New More Card App
To get the most from the updated features, shoppers can follow a few simple steps:
- Open the app each week. Check all six personalised offers before starting your grocery shop.
- Review discounts carefully. Compare the offers with your usual shopping list and prioritise savings on products you actually need.
- Use the barcode scanner. Add household essentials to your digital list while checking cupboards and storage areas.
- Follow the aisle-organised list. Use the shopping list to make your supermarket visit more organised.
- Check your points balance. Review your accumulated points and convert them into vouchers when eligible.
- Explore additional rewards. Check the app for partner offers and any bonus-point promotions available to your account.
The Morrisons More Card app update introduces a more personalised approach to supermarket loyalty, with six weekly offers tailored to individual shopping habits. By combining product-specific discounts, bonus points, barcode scanning and an improved digital shopping list, the retailer is making it easier for customers to manage offers and plan their grocery purchases.
For regular Morrisons shoppers, checking the app each week could reveal useful savings on frequently purchased products. Taking a few minutes to review personalised offers, organise a shopping list and monitor loyalty points may help customers get more value from the programme.
