Morrisons has introduced a major change to their loyalty scheme, which will impact how Brits can use their points.
From this week, holders of the More Card will be able to donate their loyalty points to Marie Curie if they wish to support the end-of-life charity’s work.
The supermarket says it has introduced the feature in response to requests from customers and employees wanting to put their points towards a charitable cause.
Those who collect More Card points will be able to donate them in multiples of 1,000, which is equivalent to £1.
Donations can be made through the More Card App or More Website, and they will be converted into a monetary value before being transferred to the charity on the customer’s behalf.
More Card members can earn five points on an array of products in store and online, as well as products delivered via Amazon or Deliveroo.
Once customers have saved 5,000 points, they will receive £5 in the form of a Morrisons Fiver to be redeemed on a future shop.
The change to how loyalty points can be used comes after Morrisons hits its first £1 million mark in donations for Marie Curie, only five months after embarking on its three-year national charity partnership.
Morrisons is rolling out a major change to the way More Card holders can spend their loyalty points (stock image)
The retailer said it has ensured the donations are flexible so customers can contribute as many points as they want, while also having the option to switch back to saving their points to spend in-store or online.
David Scott, Corporate Affairs Director at Morrisons, said: ‘We are delighted to see this next step in our partnership with Marie Curie which builds on £1million already raised thanks to our incredible colleagues and customers.
‘Today’s news marks a meaningful evolution in the Morrisons More Card loyalty programme and follows feedback from customers who want their everyday shopping to make a difference to a great charity.
‘Whether our customers choose to spend their points or donate them, every transaction now has the potential to support families facing terminal illness.’
Marie Curie is the UK’s leading end-of-life charity and provides expert care for people with a terminal illness in their homes, hospices, and through a free support line.
According to the charity, one in four people in the UK die without the care and support they require at the end of life.
Morrisons and Marie Curie’s partnership aims to raise £15 million by October 2027.
The donations will be used to provide more nurses and expert care in local communities, as well as enhance Marie Curie hospices across the country.
The retailer is giving customers the option to donate their loyalty points to Marie Curie as part of its partnership with the charity (stock image)
Matthew Reed, Chief Executive at Marie Curie, said: ‘Every pound donated helps ensure more people can access the expert care and compassion they need at the end of life.
‘We’re proud to be partnering with Morrisons in this innovative way and look forward to seeing the impact of this new loyalty feature across the communities we serve.’
Morrisons first launched its More Card loyalty scheme in 2021 as a trial, and later brought it back permanently in 2023.
This year, it became the first supermarket loyalty programme to be available in a thousand of its Morrisons Daily franchise convenience stores.
