// Morrisons to stop accepting physical More loyalty cards and shift to mobile phone app
// It will move both from a plastic to a digital format and from a “points to pounds” system
// Morrisons aims to shift away from the use of plastic due to environmental concerns
Morrisons has said it will phase out its plastic More loyalty card as it shifts to an “instant discount” model using its mobile phone app.
The Big 4 grocer has witnessed an increased shift towards online shopping due to the Covid-19 pandemic.
Morrisons said it was moving both from a plastic to a digital format and from a “points to pounds” system from which customers could see more immediate rewards for their loyalty.
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The retailer is also attempting to shift away from the use of plastic due to environmental concerns.
However, it has not put a date on when the millions of existing plastic More cards in circulation will no longer be accepted.
It will stop producing any new plastic cards from May 10, with the discounts applied using mobile phone apps instead.
The new model will provide personalised offers and instantly redeemable in-app promotions that can be accessed in store or online.
Customers will have until August 9 to convert their existing points to Morrisons Fivers vouchers under the old scheme, which will be valid for 56 weeks from the date they are issued.
Morrisons launched the Morrisons More card in 2016, replacing the previous Match & More scheme.