Morrisons has streamlined its digital shopping experience by transitioning users to a new consolidated app.
- Previously, customers were divided between two apps based on regional availability of central fulfilment centres.
- The outdated ‘white app’ has now been discontinued in favour of an enhanced version of the ‘green’ app.
- This transition occurred over the summer, accompanied by improvements to the app and website functionality.
- Notable new features include a smoother checkout process and one-click ordering, aiming to make online shopping easier.
In a move to simplify its digital services, Morrisons has successfully transitioned its customers from the outdated ‘white app’ to a unified ‘green’ app. This strategic shift marks a significant upgrade in the grocer’s online shopping platform, eliminating the confusion that stemmed from having two separate apps catering to different regions.
The previous system required users to navigate between two applications based on whether their region was served by Morrisons’ central fulfilment centres. This often left customers unaware of their specific app usage. With the discontinuation of the ‘white app’, all customers are now directed to the revamped ‘green’ app, which supports a store-pick model for online orders.
According to Morrisons, the transition was carefully implemented over two phases during the summer. In addition to merging the apps, significant enhancements were introduced to both the new app and the website. The supermarket’s head of online, Andrew Everson, publicly noted the benefits of this move, stating, “Gone are the days of having to figure out if you are a white or green app shopper. And it’s better for everyone.”
The revamped app not only consolidates the digital shopping experience but also introduces several user-friendly features. Customers can now enjoy an improved checkout process, the ability to quickly add recipe ingredients, and one-click ordering, all designed to streamline and expedite their shopping experience.
This strategic enhancement in digital capabilities coincides with Morrisons’ recent promotional campaign, ‘Pay Less with More Card’, which aims to boost consumer loyalty by highlighting savings through regular use of the supermarket’s loyalty initiatives.
This consolidation of the Morrisons app marks a forward-thinking step in enhancing user experience and loyalty.
