Morrisons Case Study: Revolutionising Loyalty with Eagle Eye AIR

In 2023, Morrisons, set out to revolutionise its loyalty strategy to deliver greater value to customers. To do this, they had to overcome significant technological challenges, building out a new technology and loyalty stack to realise their vision and future-proof their offering.

of total sales now linked to the loyalty programme - up from 47% in just 18 months

weeks

to launch the new Morrisons More programme from contract signature using Eagle Eye AIR

new personalised and gamified loyalty features introduced

Winner of Customer Loyalty Programme of the Year

Retail Systems 2026 Awards

The Retail Systems Awards recognize technology excellence and innovation across the industry.

Morrisons' win highlights their continued efforts to reward and retain customers through their loyalty operations.

The Challenge

Morrisons had built a custom loyalty and promotions solutions in-house which had served them for many years, however, in order to level-up with competitors and meet customers needs when it came to delivering real-time loyalty, discounts and personalisation, the business realised they needed to make a change.

Key challenges included:

Limited customer engagement with loyalty and promotions due to tech constraints in terms of the number and types of promotions available
Low value perception and competitive disadvantage with new offers only being released every two weeks
Frustrated employees having to do manual and repetitive work to set up offers, sometimes leading to errors due to manual processes
Customer complaints/disengagement due to clunky customer experience/inconsistencies across channels

The Solution

In 2023, Morrisons transitioned to Eagle Eye AIR, going live just 12 weeks after contract signature. This enabled the re-launch of a modernised, data-driven loyalty programme, Morrisons More Card, with a myriad of real-time use cases thanks to Eagle Eye’s direct integration to the POS.

Use cases included:

More Card Points – Earn 5 points per product
More Card Fivers – Redeem 5,000 points for a £5 reward, digitally or in print
My Points Boosters – AI-driven, gamified multi-step offers to encourage incremental spend
More Card Prices – Exclusive prices for members
Personalised Coupons and offers – Personalised rewards based on shopping behaviour
Basket Bonus – Surprise rewards
More ways to earn – Earn points through Amazon, Deliveroo and More Partners
More Card Stamps – Collect stamps for every £10 spent to exchange for prizes
Charity Donations – Donate points to charity

Member Pricing

What is it?

Exclusive pricing for loyalty members, could be on individual items, categories or even supplier funded.

Why it works:

Firstly, give all customers a no brainer reason to sign up to your loyalty scheme and secondly, almost guarantee that members will swipe their card on every transaction to maximise data collection.

Mobile screen showing Morrisons More Card Fiver – £5 reward redeemable after reaching 5000 points, with options to redeem digitally or print in store.

Auto Exchange

What is it?

When a customer reaches a specified points threshold, they receive a coupon that is automatically applied to their next shop.

Why it works:

To make sure customers are receiving what they ultimately want from your scheme…value! It is also a good mechanic to ensure those that are not digitally engaged are benefiting from their well-deserved rewards.

Mobile screen of Amazon site promoting Morrisons More Points for purchases made on Amazon, encouraging customers to link their More Card.

Earn at Amazon

What is it?

Shoppers who do their Morrisons grocery shopping on Amazon can earn loyalty points as well as other benefits such as free same day delivery!

Why it works:

Give customers even more flexibility of how they can earn points and more ways to extract value from your scheme by benefiting from partner propositions.

Mobile screen displaying stamp card campaign where Morrisons More Card holders can collect stamps to redeem free Pyrex Cook & Save products.

Stamp card campaigns

What is it?

Customers earn exclusive stamps in addition to their regular loyalty rewards when they meet a minimum spend. These stamps can be collected and redeemed for free items, adding an extra layer of fun and incentive to their shopping experience.

Why it works:

Create excitement for customers with a limited-time campaign and reward customers for their loyalty. It also encourages digital engagement with tracking available on the app.

Charity Donations

What is it?

Allow customers to donate their points to a good cause.

Why it works:

Drive deeper emotional engagement and give customers a reason to feel good by donating to causes that are important to them.

Morrisons app screen showing My Points Boosters promotion, allowing customers to earn up to 10,000 More Card points by purchasing selected products.

Personalized Challenges

What is it?

Enable customers to select from a range of AI-created personalized challenges to participate in where they can earn rewards for stretching their spend on specific branded products.

Why it works:

Extend the use of your app and offer customers more ways to earn through profitable by design challenges which are fully-funded by suppliers.

The Results

Switching to Eagle Eye AIR enabled Morrisons to overcome legacy platform limitations, simplify internal operations, and deliver better, more economical marketing. Most importantly, customers responded extremely positively.

Highlights include:

Loyalty-linked sales increased from 47% to 65% within 18 months, showcasing the massive boost in customers engaging with the revamped programme.
Growth in loyalty transactions, active customers, and new sign-ups

Reasons for Success

Omnichannel POS integration: Loyalty is now central to the Morrisons strategy and executed in real-time across all touchpoints.
Personalisation: AI-driven offers like My Points Boosters delivered strong ROI and higher customer engagement.
Seamless, tangible rewards: Simple earning/redeeming experiences improved perception and redemption rates.
Gamified elements: Basket Bonus and My Points Boosters add excitement and increase usage.
Ongoing innovation: Features like More Card Stamps keep the programme fresh and relevant.
Expanded earning channels: With integrations to Amazon, Deliveroo and more, the programme’s reach now extends beyond Morrisons-owned channels.

Morrisons Case Study: Revolutionising Loyalty with Eagle Eye AIR

Winner of Customer Loyalty Programme of the Year

Retail Systems 2026 Awards

The Challenge

The Solution

Member Pricing

Auto Exchange

Earn at Amazon

Stamp card campaigns

Charity Donations

Personalized Challenges

The Results

Reasons for Success

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