My Point Boosters
Morrisons, a renowned UK grocery chain, is redefining customer loyalty with the debut of My Points Boosters, an innovative AI-powered feature within the Morrisons More Card programme. This cutting-edge technology provides a personalised shopping experience based on each customer’s unique behaviours and interests.
Personalised Shopping Like Never Before
The My Points Boosters function, which is now under trial, is a game changer in the loyalty plan industry. Using artificial intelligence, the system examines a customer’s purchasing habits over the previous 12 months to generate a collection of 20 distinct offers. Shoppers can then select up to ten of these companies and participate in challenges that reward them with points when they meet certain purchasing goals within a set time frame.
Digital Integration Throughout the Store
In addition to the loyalty system, Morrisons is improving the in-store experience by introducing digital screens in over 300 stores. These screens, positioned at Market Street food counters (including fishmonger, deli, and bakery stations), provide dynamic advertising options for brands. This setup not only promotes relevant products, but it also stimulates subsequent purchases by emphasising things that compliment what shoppers already have in their carts.
Expanding Brand Engagement with New Media Channels
Morrisons Media Group (MMG) is leading the integration of multiple new media platforms to increase brand visibility and connection. Aside from digital screens, the strategy incorporates tram media and tailored adverts on social networks like as Facebook and Instagram, leveraging Morrisons’ extensive first-party data. This strategic decision allows firms to engage with customers more deeply, resulting in a seamless combination of physical and digital advertising activities.
Customer-Centric Marketing at the Core
Morrisons’ Chief Customer and Marketing Officer, Rachel Eyre, highlighted the significance of these advances. “We are thrilled to introduce more media opportunities through MMG, connecting our customers with their favourite brands in unprecedented ways,” she went on to say. “This includes industry firsts like My Points Boosters that deliver enhanced personalisation and greater value.”
Keeping Competitive in a Digital Era
Lee LeFeuvre, Chief Commercial Officer at SMG, emphasised the importance of digitisation in remaining competitive. “Digitisation of the in-store experience is a major trend this year, and we are excited that Morrisons is embracing this movement, especially in our unique Market Street offerings,” he said.
Conclusion
Morrisons is revolutionising the retail scene by seamlessly integrating AI technology and customer-centric activities. This strategy not only establishes a new standard for customer involvement and brand relationship, but it also reinforces Morrisons’ status as a forward-thinking leader in the competitive retail sector. Customers can expect a purchasing experience that is not only rewarding, but also precisely customised to their shopping habits and tastes as these technologies evolve.
