Morrisons has come under fire from irate customers this Christmas Eve as widespread issues have plagued its More loyalty card system, preventing shoppers from redeeming discounts precisely when they are most needed. Thousands of shoppers flocked to the supermarket chain, hoping to snag anticipated savings for their holiday meals, only to encounter trouble at the checkout.
Customers report finding their More Card discounts unavailable, leading to inflated bills at the register. One local resident from Gorleston expressed his frustration, stating he usually benefitted from significant discounts on items such as Diet Coke with his loyalty card. "It wasn’t working for anyone; there were no signs or notices anywhere to inform us about the problem—it’s so naughty," he said. "The staff told me I could keep the receipt and claim points back later, but many people don’t have the means to buy things for Christmas without those discounts."
Social media has become awash with complaints, with users sharing their experiences of unexpected charges. One shopper lamented, "I’ve just wasted an hour of my life shopping at Morrisons only to discover I’ve been charged £40 more than I should because the More Cards aren’t functioning. With no communication at all, many have likely overspent without realizing it!" Another user lamented, "Didn’t get our £45 off today. One woman there couldn’t afford to buy her Christmas shopping—shocking!"
Compounding frustration, the Morrisons website was also reported to be experiencing issues, presenting error messages and hindering online orders. Customers reported receiving notifications about cancelled deliveries, leaving them stranded without essentials just days before the festive holiday. One disgruntled customer reached out on social media, stating, "I’ve just been told my Christmas food delivery has been cancelled, including my turkey. I can’t even drive to the stores—what am I supposed to do?"
The supermarket chain responded with apologies and specifics on how it plans to help affected customers. A spokesman announced, "This morning we are experiencing some system problems impacting More Card discounts and Click and Collect orders. We will apply discounts to customers' bills if the More Card does not work. If customers have Morrisons Fivers to redeem, these will be processed manually by staff. If More Card prices aren’t registering, we will apply a 10 percent discount to the entire shop."
Morrisons confirmed delays with some home deliveries, assuring customers they would be notified directly if they were affected. With December 23 being forecast as one of the busiest shopping days of the year, retail analysts from Kantar anticipated supermarket sales could exceed £13 billion, raising the stakes for the supermarket chain as shoppers expected ease and efficiency.
Further insights came from customers posting error messages captured on their phones. One showed the note, "We are very sorry, some promotions and discounts are not working at this time." Many disgruntled customers felt the lack of advance notice and communication from the retailer was particularly egregious, especially during such a busy shopping period.
Morrisons, the fifth largest supermarket chain by market share, found itself at the center of the controversy. The customer discontent reflected not just inconvenience but potential pain points for consumers already facing financial pressures during the holiday season. With years of loyalty transformed by sudden glitches, one local customer expressed, "Is it even legal for them to continue trading under false advertisements?" The wave of dissatisfaction among customers only appeared to grow stronger as the day progressed.
Shoppers across various locations, including branches throughout Kent, have reported missing discounts on meat, vegetables, and other items sold at promotional prices during the festive season. The situation drew attention from multiple fronts, as local media lapsed some observations, urging customers to be cautious when shopping and emphasizing the importance of maintaining awareness of what discounts should apply.
With loyalty schemes becoming central to retail marketing strategies, the frustrations over the More card incident raise questions about customer trust and satisfaction. Customers expect rewards for their loyalty, and when technology fails them during peak shopping periods, the fallout can be significant. Whether Morrisons can navigate this crisis and maintain its footing amid competition remains to be seen.
With the holiday season rapidly approaching, Morrisons faces the challenge of not just repairing its customer relationships but also ensuring technological reliability to uphold their promises moving forward. Responding swiftly with apologies and adjustments could help mitigate the damage, but many shoppers voiced skepticism as they reflected on their holiday shopping experiences.
For now, customers are left grappling with the aftermath of these technical issues and reassessing their loyalty to Morrisons as the supermarket chain strives to rectify the situation and restore confidence among its patrons. 'We sincerely apologise for this inconvenience,' the spokesperson concluded, urging shoppers to manage expectations amid the continuing challenges.
