In the past, the supermarket's chairman, Sir Ken Morrison, has claimed he would never offer a loyalty card as customers are interested in "pounds not points".
However, it is now believed that the combination of added value for consumers and the useful data that can be gathered has persuaded the supermarket to introduce a loyalty scheme. Several agencies have been approached about developing one.
The discussions come as Morrisons prepares a campaign to support its former Safeway stores in the South. TV ads by BDH\TBWA will break this week.
In the 12 weeks to August 12, Morrisons/Safeway stores' market share fell to 11.3%, compared with 13.9% for the same period last year, according to TNS.
The retailer is believed to be exploring a number of loyalty models, including a text-message scheme similar to that being trialled at convenience store Sainsbury's at Jacksons by mobile specialist The Light Agency.
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