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Supermarket giant Morrisons has introduced a huge change to its loyalty card scheme, More Card, which has banned 1.6M shoppers from being able to use it.
The supermarket’s loyalty scheme is a rival to Tesco Clubcard and Sainsbury’s Nectar card which gives shoppers cheaper loyalty prices, as well as exclusive money-saving offers and tailored discounts off future shopping. But according to consumer magazine Which?, Morrisons has now increased the age restrictions for signing up to or using its More Card scheme from 16 to 18, banning 1.6M shoppers who were previously able to use More cards from being able to have one.
Which? Reports: “The update means 1.6 million teenagers who could previously access its lower Morrisons More prices will now face higher costs on hundreds of everyday groceries and essentials.
“Which? thinks this is unfair. We are calling for supermarkets to make lower loyalty prices available to all young shoppers.”
The consumer firm said that the average saving for More Card shoppers was 25%, similar to 24% at Sainsbury’s and 23% at Tesco.
Currently, only Co-op and Sainsbury’s now allow under-18s to hold a loyalty card. Sainsbury’s allows under-18s to be an additional collector on the Nectar account belonging to a parent or guardian, while the Co-op allows those aged 16 to get their own card, and even lets under 16s access loyalty card prices if they have a card belonging to a parent.
Which said: “Many of the supermarket discounts now only accessible to loyalty scheme members were previously available to all shoppers, regardless of whether they were signed up to a loyalty scheme.
“Which? is concerned that certain groups of people are now excluded from accessing lower prices at some major supermarkets on the basis of their age, lack of address or level of digital access.
“We believe the lower prices offered by loyalty schemes should be available to those not eligible to sign up – and we’re calling on retailers to find a solution.”
Morrisons has been contacted for comment.
