Morrisons receives loyalty card complaints: How well do they compare to other supermarkets?

Morrisons has apologised after receiving complaints from customers who were unable to apply discounts to their Christmas food shop due to a fault with the More loyalty card.

The supermarket stated that the issue primarily affects loyalty card discounts and click-and-collect orders, with customers reporting error messages both at self-checkouts and on the Morrisons website.

The problems arise as a recent report by the retail experts at Wethrift ranked the best supermarket loyalty schemes, placing the Morrisons More card 10th overall with a weighted score of 5.1/10.

While the loyalty scheme does offer exclusive discounts in-store and online, the study highlighted that the More card lacks a formal points system, unlike those offered by other supermarkets, which negatively impacted its overall rating.

Leading the way for supermarket loyalty schemes is the Tesco Clubcard, with a weighted score of 7.9/10.

Research has shown that Tesco Clubcard is the most recognised loyalty program in the UK, with 72% of British adults aware of it. The scheme has the best return on spend for its customers, as every 150 Clubcard points earned translates into £1.50 in Clubcard vouchers.

Clubcard points can also be redeemed for up to double or triple their value at Reward Partners such as restaurants, day trips, and travel services.

Some additional benefits include reduced Clubcard Prices in store and online, exclusive discounts, and early access to offers. These are particularly beneficial for regular Tesco shoppers and families looking to maximise savings and reduce spending, and they appeal to those who want flexibility in how they use their rewards.

With a weighted score of 6.9/10, Sainsbury’s Nectar scheme is the second-best supermarket loyalty program in the UK. While there isn’t a strict minimum spend for rewards, points are accumulated gradually, and their value is approximately 0.5p per point when redeemed.

Customers can also redeem points with partner retailers such as eBay or Argos, which is another great incentive for retaining customers. Some other additional benefits include personalised offers and bonus points through the Nectar app.

Asda Rewards and Co-op Membership both rank in third place with a joint weighted score of 6.5/10.

Asda encourages its customers to complete missions and purchase star products in a bid to build their Cashpot. The Cashpot can then be converted into vouchers for money off at the supermarket. Other benefits include personalised offers and limited-time bonuses.

The Co-op Membership scheme gives customers exclusive access to lower prices, personalised offers, access to Co-Op Live events, and discounts across the Co-Op group.