Morrisons boosts loyalty sales with Eagle Eye revamp

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.

Operational shift

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.

Retail lesson

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.

"That is particularly relevant in Asia's highly digital and competitive retail markets, where customer expectations are evolving quickly. The Morrisons example shows that modern loyalty is really an ongoing value exchange: the more useful and engaging the experience becomes for the customer, the more retailers can learn about them and use those insights to make future interactions even more relevant," said Aaron Crowe, Head of Revenue, APAC, Eagle Eye.

Crowe said the case showed the value of combining member pricing, personalised challenges, partner rewards, gamification and surprise incentives rather than relying only on points for purchases.

Jonathan Reeve, ANZ Director at Eagle Eye, said the project should serve as a warning to retailers still operating older systems that may struggle to support rapid changes in customer offers and rewards.

"Morrisons shows what becomes possible when loyalty is connected to the point of sale in real time - from member pricing and personalised offers to gamified challenges and surprise rewards. The increase in loyalty-linked sales from 47% to 65% demonstrates that when you make loyalty more relevant and rewarding, customers respond. For ANZ retailers, the opportunity is to build the right loyalty architecture now, so they can keep evolving the proposition rather than being constrained by technology," said Reeve.

Competitive pressure

The changes at Morrisons come as supermarkets face pressure to use loyalty schemes not only to retain customers but also to collect more first-party data on shopping behaviour. Retailers are increasingly using that data to shape pricing, promotions and targeted offers across physical and digital channels.

For Morrisons, the programme now includes mechanics designed to increase both shopping frequency and basket size, such as My Points Boosters, which use personalised multi-step challenges, and Basket Bonus rewards delivered as surprises. The More Card scheme also retains its familiar core structure, with shoppers earning five points per product and redeeming 5,000 points for a £5 reward.

The scheme has also received industry recognition, winning Customer Loyalty Programme of the Year at the Retail Systems Awards 2026.

Eagle Eye said its platform executes more than 1.8 billion personalised offers each week and manages more than 813 million loyalty member wallets worldwide.