Observed Signal · Oct 9, 2026 · Product Launch · Source: https://martechseries.com/feed/ · Impact: 3/5 · Sentiment: Positive
Morrisons Boosts Loyalty Sales with Eagle Eye AIR
UK supermarket chain Morrisons modernized its loyalty program by partnering with Eagle Eye to deploy the Eagle Eye AIR platform. The transition replaced a legacy in-house system, enabling real-time, personalized loyalty features via point-of-sale integration. Within 18 months, loyalty-linked sales increased from 47% to 65% of total sales. The revamped 'Morrisons More Card' program introduced gamified elements, personalized offers, and expanded earning channels through partners like Amazon and Deliveroo. The success was recognized with the Customer Loyalty Programme of the Year award at the Retail Systems Awards 2026. The case study highlights lessons for retailers in the APAC region, emphasizing the importance of modern loyalty technology and real-time customer engagement.
Demonstrates a successful large-scale retail loyalty transformation using a major martech platform, with significant measurable impact on sales and customer engagement, providing a benchmark for the industry.
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Key Takeaways & Evidence Grounding
- Morrisons implemented Eagle Eye AIR in 2023, going live 12 weeks after contract signature.
- Loyalty-linked sales increased from 47% to 65% within 18 months.
- The revamped Morrisons More Card program introduced nine new personalized and gamified loyalty features.
- Morrisons won Customer Loyalty Programme of the Year at Retail Systems Awards 2026.
- Eagle Eye states over 1.8 billion personalized offers are executed weekly via its platform.
Connected Companies & Entities
1 Entity mapped“In 2023, leading UK supermarket chain Morrisons set out to revolutionise its loyalty strategy......”
Ontology Mapping & Concepts
Related Market Signals & Shifts
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Eagle Eye Launches AI Loyalty for Central Retail Vietnam
Eagle Eye announced a partnership with Central Retail Vietnam to power the retailer’s new loyalty program, The 1 Vietnam. The program first rolled out across Central Retail’s food business in November 2025 and expanded into the non-food business in July 2026. Since launch, The 1 Vietnam has gained more than 5.8 million members and covers a retail ecosystem including GO! Hypermarket, go!, Tops Market, Supersports, Dyson, Crocs, HOKA, Speedo, Under Armour and KUBO. The 1 Vietnam uses a hybrid loyalty model combining member pricing and points-based rewards. Eagle Eye provides the platform for points, promotions, continuity offers and gamified campaigns and the partners plan to explore additional AI-driven personalization once a full year of transaction data is available.
Kwik Trip Partners with Eagle Eye for AI Loyalty
Kwik Trip has partnered with Eagle Eye to deploy Eagle Eye’s Personalised Challenges platform across Kwik Trip’s loyalty program, reaching up to 5.25 million members. The deployment brings AI-driven, guest-specific gamified promotions and individualised challenges to the U.S. convenience-store channel, enabling participating CPG brands to target members with personalised offers, measure campaign performance, and support sales attribution and ROI reporting. Eagle Eye says its platform powers more than 1.7 billion personalised offers per week and manages hundreds of millions of loyalty members worldwide. Kwik Trip emphasized guest privacy and that member data remains under Kwik Trip’s control. Company executives from both sides framed the move as bringing grocery-style personalisation and measurable incremental spend to high-frequency fuel and convenience retail environments.
Retailers Expand and Complicate Loyalty Programs
Modern Retail’s annual analysis — excerpted in Digiday — finds loyalty programs have become more prevalent and more complex across major retailers. The analysis reports 89% of retailers surveyed now offer a loyalty program, up from 79% the prior year, with both free and paid tiers included. A March 2025 Salesforce survey similarly found two‑thirds of retailers offered loyalty programs and 29% planned to introduce one within 24 months. Examples cited include Target offering a free year of its Target Circle 360 to high‑spend members (Aug–Sep 2025), Amazon and Walmart bundling third‑party streaming perks into paid memberships, Lowe’s operating separate homeowner and professional programs (MyLowe’s Rewards; MyLowe’s Pro Rewards), Barnes & Noble running free and paid tiers, and Macy’s halting enrollments for its paid Red Carpet program. Retail and vendor executives quoted emphasize loyalty’s growing strategic importance in an AI‑driven commerce environment.
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