Morrisons More

Morrisons More is the supermarket’s loyalty app, so its job is narrow and familiar: hold a card, surface vouchers, and tie offers to a grocery shop. By our assessment, that makes it most useful for regular Morrisons customers who want points and personalised deals in one place. The strength is obvious enough: it reduces the paper-coupon shuffle and keeps the rewards side close to the checkout routine. The downside is just as plain, because a loyalty app only matters if you already shop there often, and it does little for anyone outside that circle. In practice it is the sort of thing that gets opened before a food shop and then forgotten again until the next offer appears. Against broader supermarket apps, Morrisons More is lighter and more specific, not a full shopping tool. It sits where simple loyalty schemes sit, with the catalogue marking it as Shopping, and the app spends most of its value on Morrisons itself.