Morrisons has consolidated its online shopping apps into a single, streamlined version, enhancing customer experience.
- The former ‘white app’ used in specific regions is phased out in favour of the all-inclusive ‘green app’.
- Morrisons aims to simplify online shopping by integrating a store-pick model and advanced features.
- The transition involved overhauling the app with features like improved checkout and recipe tools.
- This move aligns with efforts to boost customer loyalty through new initiatives.
In a strategic move to enhance customer experience and streamline its operations, Morrisons has successfully transitioned from using separate regional online grocery apps to a single, consolidated app. The shift from the ‘white app’ to the ‘green app’ reflects Morrisons’ commitment to providing a seamless shopping experience for its customers across all regions.
The ‘white app’, previously available to customers in areas served by Morrisons’ central fulfilment centres, has been discontinued. This app fragmentation meant that most customers weren’t even aware of which app they were supposed to use. Now, everyone’s on the same ‘green app’, making things simpler and more straightforward.
The unified app leverages a store-pick model for online orders, integrating new features designed to ease the shopping process. Enhancements include an improved checkout process, a streamlined ‘Quick Add Ingredients’ feature for recipes, and a one-click ordering option for faster transactions. These changes underscore Morrisons’ efforts to make online grocery shopping more user-friendly and efficient.
Morrisons’ head of online, Andrew Everson, noted on social media that the days of distinguishing between different apps are over and emphasised that this revamp benefits everyone involved. The transition was executed over two phases during the summer, which also saw a concurrent website overhaul to reflect these improvements.
In conjunction with the app update, Morrisons launched a ‘Pay Less with More Card’ campaign to foster greater customer loyalty. This initiative encourages frequent usage of their loyalty scheme by highlighting potential savings, underpinning the company’s broad strategy to enhance customer retention.
Through app consolidation and enhanced features, Morrisons is poised to offer a more integrated and efficient online shopping experience.
