Morrisons has moved its customers from its former online groceries ‘white app’ to a single consolidated ‘green’ Morrisons groceries app.
The grocer said it had “previously ran one website and two apps,” with shoppers divided over which app they used regionally and in “most cases customers would not have been aware”.
Morrisons has now scrapped its old app, which was only for shoppers based in areas where online orders could be collected from its central fulfilment centres.
It will be switched for a revamped version of the grocery giant’s second app, which was rolled out for customers after the retailer launched a store-pick model for online orders, The Grocer reported.
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Writing on social media, the supermarket’s head of online Andrew Everson said: “Gone are the days of having to figure out if you are a white or green app shopper. And it’s better for everyone.”
The transition took place over two phases in the summer, alongside a revamp of the new app and website, with features to “make online shopping even easier”.
Some of the new additions include an enhanced checkout process, an improved recipe ‘Quick Add Ingredients’ element, and one-click ordering for quicker checkouts.
The move comes after Morrisons recently launched a ‘Pay Less with More Card’ campaign in a bid to boost loyalty.
The ‘Pay Less with More Card’ platform was designed to boost sign-ups and regular use of the supermarket’s loyalty scheme by emphasising the savings shoppers can make.
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