Morrisons shoppers told 'it's better for everyone' over online shopping changes

Morrisons has overhauled its loyalty programme with a major app update, claiming the refreshed platform is "better" for all customers.

The supermarket giant has moved from a two-app system, which had one "white app" for online groceries and a separate "green" Morrisons app. According to reports by the Grocer, up until recently, Morrisons operated "one website and two apps".

Originally, the white app served customers in locations where online orders came from centralised distribution centres, while a subsequent store-pick model introduced a second, green app for regions operating that service. Morrisons said the split was "regional" and most shoppers were likely unaware of the distinction.

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Now, Morrisons has eliminated the old system and transferred users to a unified Morrisons Groceries app. This change was completed during summer in two stages, coinciding with an upgrade of both the app and website.

The revamp introduces new features that Morrisons says will "make online shopping even easier" including an improved checkout experience, an improved recipe feature called "Quick Add Ingredients", and one-click ordering for faster purchases, the Mirror reports.

Andrew Everson, Morrison's head of online, shared the news on LinkedIn, posting: "THIS IS NOT A DRILL. Morrisons Online Groceries is now available on one app nationwide! Gone are the days of having to figure out if you are a white or green app shopper. And it's better for everyone. For Green App shoppers you've just had a massive features upgrade. For White App shoppers you can do Home Delivery Shopping and Click and Collect on one app nationwide."

It comes after Morrisons announced earlier this month that its loyalty scheme has been ramped up. Shoppers now have the chance to accumulate loyalty points when they purchase groceries through Amazon.

By shopping via the website, customers can collect points known as Morrisons More Points, which they can then convert into Fivers, worth £5, which can be spent in store. This initiative marked the first time customers could collect More Points through an affiliate site.

The Morrisons loyalty scheme lets shoppers earn points against spending both in stores and online. However, points are only awarded on certain products. In addition, members benefit from exclusive deals and customised incentives which can be redeemed weekly.