Morrisons has teamed up with market research company IRI to help improve customer loyalty.
The analytics firm will help the Big 4 grocer to better understand customers, predict analytics and personalise marketing towards its More loyalty cardholders.
The More card has already helped Morrisons offer personalised rewards for its members.
Customers receive a £5 voucher for every 5000 points they collect on the card.
“Listening hard to our customers and responding quickly wherever possible continues to help us improve customers’ shopping trip,” Morrisons customer and marketing director Andy Atkinson said.
Morrisons is continually searching for ways to attract customers.
As the war on plastic grows, Morrisons is scrapping plastic bags from loose fruit & veg sections, and one of the UK’s most environmentally responsible retailers.