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Morrisons Fights Germans with Greater Personalisation

UK supermarket Morrisons has teamed up with digital‑marketing specialist Ecrebo to roll out real‑time, personalized coupons both in‑store and via its app. The new capability expands physical coupon usage, targeting its older customer base that prefers tangible rewards, and may revive door‑drop coupon campaigns. The initiative supports Morrisons’ broader effort to counter market‑share gains by discounters Aldi and Lidl by driving higher visit frequency and spend. It also dovetails with the retailer’s More Card strategy and the recently launched Viu More data platform.