UK-based supermarket chain Morrisons has contracted the SaaS technology company Eagle Eye to further develop its loyalty and promotional offerings.

As part of the five-year contract, Eagle Eye will deploy its AIR platform to all 499 Morrisons stores nationwide.

Financial terms of the contract have not been disclosed.

Through this platform, customers can access exclusive prices and earn points on selected products in-store and online, as well as on fuel.

The retailer will also be able to access more ways to engage with customers.

In addition, the digital loyalty and promotions solution will enable Morrisons to increase its broadcasts and targeted offers.

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Equipped with Eagle Eye’s AIR platform, Morrisons continue innovating its in-store and online customer experience to drive sales growth.

Morrisons chief customer & marketing officer Rachel Eyre said: “This has been a transformational year for our More Card loyalty scheme and we are very pleased to be working with Eagle Eye, who are an acknowledged leader in this field, as we implement our plans to develop the scheme still further for our customers.”

The new digital loyalty and promotions solution is expected to go live later this year.

Next month, Eagle Eye will provide an update on trading for the year, which ended 30 June 2023.

Eagle Eye CEO Tim Mason said: “We are excited to have won this multi-year contract with Morrisons, one of the UK’s leading supermarkets and look forward to supporting their commitment to helping customers make every penny go further, saving them money on the everyday items they want and need.”

The contract comes a month after Morrisons reintroduced its More Card loyalty scheme following a successful trial, replacing its previous My Morrisons app.