Morrisons has upgraded its More Card loyalty app with six personalised offers each week and new shopping tools.

The company introduced tailored discounts and rewards based on customers’ shopping habits, with members receiving percentage discounts or additional More Points on selected purchases.

The revamp also includes a shopping list feature that allows customers to scan product barcodes at home and automatically add items to their lists.

Products are organised by aisle to help shoppers find what they need more easily when visiting their local Morrisons store.

The grocer has also redesigned the app’s homepage, moving its Price & Product Finder tool to a more prominent position so customers can quickly check prices, search for products and locate items in-store.

The refreshed offers section features a dedicated personalised offers tab, alongside easier access to partner rewards and the ability to convert loyalty points into vouchers directly from the homepage.

Morrisons value and loyalty marketing director Gareth Lloyd said: “We’ve built on what customers already love, making the app easier to use and navigate.”

The changes build on the supermarket’s wider loyalty strategy, which has seen it expand personalised promotions and rewards to encourage repeat visits.

Morrisons previously revealed that its More Card programme had reached eight million active users, with personalised promotions helping to drive record redemption rates.

The app update comes after the grocer reported its fifteenth consecutive quarter of like-for-like sales growth in September, with sales rising 3.2 per cent during the 13 weeks to July 26.

Morrisons said its More Card scheme allows shoppers to collect five points on every product purchased through eligible channels, with 5000 points converted into a £5 voucher to spend in-store or online.

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