Morrisons More Card holders can now support end-of-life care across the UK by donating their loyalty points to Marie Curie.
The chain, which has 497 supermarkets across England, Wales, and Scotland, launched the scheme on Monday after customers asked for the opportunity to donate to a charitable cause.
Customers earn More Card points through what they spend on shopping, redeeming these for discounts or through offers. Now, the points can be transferred in cash value to Marie Curie.
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David Scott, corporate affairs director at Morrisons, said: “We are delighted to see this next step in our partnership with Marie Curie, which builds on £1 million already raised thanks to our incredible colleagues and customers.
“Today’s news marks a meaningful evolution in the Morrisons More Card loyalty programme and follows feedback from customers who want their everyday shopping to make a difference to a great charity.
“Whether our customers choose to spend their points or donate them, every transaction now has the potential to support families facing terminal illness.”
Customers can donate their More Card Points to Marie Curie in multiples of 1,000 (£1 value) through the More Card App or More website.
Morrisons said customers could contribute as many points or pounds as they wish to support Marie Curie, while also being able to revert to saving their points to spend in-store or online.
Matthew Reed, chief executive at Marie Curie, added: “Every pound donated helps ensure more people can access the expert care and compassion they need at the end of life.
“We’re proud to be partnering with Morrisons in this innovative way and look forward to seeing the impact of this new loyalty feature across the communities we serve.”
