Morrisons has transitioned its shoppers from the previous ‘white app’ to a unified ‘green’ app.
- Previously, Morrisons operated one website and two separate apps, which often caused confusion among customers regarding which version they should use.
- The outdated app, intended for regions with central fulfillment centers, is now replaced by an enhanced version of the existing app.
- The revamped app supports the store-pick model for online orders, enhancing the overall shopping experience.
- New features such as an improved checkout process, recipe quick add, and one-click ordering aim to make online shopping more convenient.
Morrisons has streamlined its digital shopping experience by moving customers from its former ‘white app’ to a single, consolidated ‘green’ app. The prior system, which included one website and two apps operating concurrently, often left customers uncertain about which app to use.
The original app was primarily designed for shoppers located in regions where online orders were fulfilled at central facilities. Morrisons has discontinued this app in favor of a more sophisticated app that supports the retailer’s newly adopted store-pick model.
In an effort to offer a more seamless online shopping experience, Morrisons introduced the new app with several features aiming to enhance user convenience. These include an upgraded checkout process and a ‘Quick Add Ingredients’ feature for recipes, along with one-click ordering to expedite purchases.
Andrew Everson, the supermarket’s head of online services, communicated on social media, “Gone are the days of having to figure out if you are a white or green app shopper. And it’s better for everyone.”
The transition to the new app occurred over two phases during the summer, complementing the launch of Morrisons’ ‘Pay Less with More Card’ campaign. This strategy was designed to increase customer engagement with the supermarket’s loyalty program.
The transition marks a significant step towards a streamlined and user-friendly online shopping platform by Morrisons.
