Morrisons revamps mobile app following customer feedback
Morrisons has overhauled its IPhone and Android app.
In an email to its customers, it said: “Welcome to your brand new My Morrisons app! Offering you more ways to save on your shopping.”
“We listened to your feedback, and made some exciting changes. From personalised offers, to money off coupons, plus the chance to bag a bonus offer when you swipe your card or scan the app. Simply visit your app store, search for My Morrisons and click update. Enjoy!”
Rachel Eyre, Chief Customer and Marketing Officer at Morrisons, says: “We know that this is a very tough time for customers and so our improved My Morrisons scheme will help the millions of customers who are part of it by rewarding them with instant offers when they shop.”
“We have taken onboard customer feedback about which categories are the most relevant and have also introduced unexpected surprises to put a smile on our customers’ faces.”
Project Sarah
Morrisons is working on a store with no checkouts or staff, known internally as Project Sarah, at its Bradford head office.
Britain's fourth largest supermarket is teaming with US venture AiFi on the initiative.
Customers (or Morrisons staff members in the case of this trial) download an app on to their smartphone which must be scanned on entry.
Digital cameras then track where people are in the store and record which items they place in their bags.
Last year, a source close to Morrisons said the technology was working well, with “a couple more in flight. The tech itself is phenomenal, which uses cameras rather than weights – it has been very smooth”.
This is a compact version of the store and is designed to be 'transportable', which means it could be located in areas not easily accessible for Morrisons stores, such as university campuses or in train stations, as well as on urban high streets.
Later versions may be bigger than the initial test model. The concept could also be developed as a fixed bricks and mortar location.
