Morrisons has transitioned its customers to a newly consolidated app for online grocery shopping, enhancing user experience.
- Previously, Morrisons operated two separate apps, which often left customers unaware of which to use.
- The transition involved replacing the old app with a revamped version that supports a store-pick model for online orders.
- The new app features an improved checkout process, recipe integration, and one-click ordering.
- This move aligns with Morrisons’ ‘Pay Less with More Card’ initiative to enhance customer loyalty.
Morrisons has made a significant move in its digital strategy by consolidating its online grocery shopping services into a single, enhanced app. This transition is aimed at providing a more streamlined and user-friendly experience for its customers. Previously, Morrisons maintained two distinct apps, which could lead to confusion among shoppers, particularly as they were divided regionally. In many instances, customers were reportedly unaware of which app to use for their purchases.
The change involved phasing out the older app, which was primarily used by customers in regions where orders were fulfilled from central distribution centres. The upgraded app replaces this with a platform that supports the store-pick model for online orders, aligning with the retailer’s operational capabilities.
Andrew Everson, Morrisons’ head of online, remarked on social media, ‘Gone are the days of having to figure out if you are a white or green app shopper. And it’s better for everyone.’ This statement underscores the simplicity and increased convenience offered by the single app solution, which was implemented over a two-phase transition during the summer.
Enhancements to the app include an improved checkout process designed to reduce the time spent finalising purchases. Additionally, a new feature has been introduced allowing users to quickly add recipe ingredients to their shopping list, alongside a one-click ordering option that makes the checkout process quicker and easier than ever before.
This digital shift coincides with Morrisons’ ‘Pay Less with More Card’ campaign. This campaign focuses on building customer loyalty through promoting savings that shoppers can achieve by participating in the scheme. As Morrisons invests in its digital infrastructure, it also seeks to strengthen customer engagement through increased app usage and loyalty programme sign-ups.
Morrisons’ app revamp marks a strategic enhancement of its digital presence, catering to improved customer convenience and loyalty.
