Delivering 'More' loyalty with a smart customer relationship management (CRM) strategy.

The Client

Morrisons is one of the UK’s largest supermarket chains, boasting over 500 stores and a home delivery service. Over 110,000 Morrisons staff support and serve the 11 million people who visit a store every week.

Our challenge

Although Morrisons had decided to rebrand and revamp its More loyalty scheme, it needed a partner to help deliver it at scale.

How we solved it

Edit designed and executed a new customer relationship management (CRM) strategy that saw customers reminded of the value of More with a suite of fully integrated CRM communications, touching all stages of the customer lifecycle.

The results


Sales linked to the new More card were 8% higher than target.


Increase in active card holders.