Morrisons has overhauled its loyalty programme using Eagle Eye AIR, with loyalty-linked sales rising from 47% to 65% within 18 months.

For years, the supermarket relied on an in-house loyalty and promotions system. As customer expectations shifted towards real-time discounts, personalised offers and smoother digital experiences, that setup became a constraint.

Morrisons moved its More Card scheme onto Eagle Eye's platform and went live 12 weeks after signing the contract. The updated programme introduced new point-of-sale-linked features, including member prices, digital and printed £5 rewards, personalised coupons, gamified offers and surprise bonuses.

The retailer also expanded how customers can collect rewards through partners including Amazon and Deliveroo, while adding options such as charity donations and stamp-based prize mechanics.

The previous system limited the number and type of promotions Morrisons could run, with new offers released only every two weeks. Staff also had to set up offers manually, increasing the risk of errors and contributing to customer complaints about inconsistent experiences across channels.

The new setup was designed to simplify internal operations and enable real-time loyalty activity across stores and other customer touchpoints. As part of the revamp, Morrisons introduced nine new personalised and gamified loyalty features.

Alongside the rise in loyalty-linked sales, Morrisons reported growth in loyalty transactions, active customers and new sign-ups. Simpler earning and redemption processes also improved the scheme's perceived value and increased redemption rates.

Eagle Eye is using the Morrisons rollout to argue that supermarkets need more than a basic points-based proposition if they want shoppers to identify themselves regularly and engage more often with loyalty schemes.

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