UK supermarket chain Morrisons is set to roll out Ecrebo’s point-of-sale (POS) marketing technology company across its store network. The software solution connects directly to existing POS environments and can be deployed without additional hardware. The aim is to deliver real-time, personalised offers and communications based on shoppers’ purchases.
Crucially, Morrisons identified physical couponing as a core pillar of this strategy, embracing a digital to physical approach to customer engagement. Customised coupons will be printed in real time at the checkouts based on the customers purchases. This traditional mechanic is being reimagined through modern data capabilities. The Grocer reports physical vouchers could also be distributed directly to shoppers’ home.
While many retailers have prioritised apps and digital couponing, Morrisons sees physical vouchers as essential to strengthen its value proposition to a significant portion of its customer base who are unwilling or unable to engage digitally. With in-store shopping still dominant, real-time printed incentives offer a practical way to reinforce loyalty.
Instore customer engagement to boost sales
The move forms part of a broader repositioning of Morrisons’ loyalty and in-store media strategy. The retailer is continuously revamping its More Card proposition and has stepped up investment in retail media and store digitisation. This includes the implementation of electronic shelf labels from Vusion during this year , in a bid to highlight loyalty pricing and promotions more dynamically in store.
