Morrisons is enhancing its retail media offerings for shoppers by introducing a range of new opportunities to strengthen the connection between customers and their preferred brands.
MorrisonsMorrisons is enhancing its retail media offerings for shoppers by introducing a range of new opportunities to strengthen the connection between customers and their preferred brands.
The supermarket chain is rolling out digital screens at its Market Street food counters, enabling brands to promote products that complement the counter range and engage with shoppers in an area of the store where their products are not typically found. These screens have been installed in over 300 stores across various counters such as butcher, fishmonger, deli, pizza, and oven fresh, with the first campaigns now underway.
In addition, Morrisons is testing a new feature called “My Points Boosters” within its More Card app. This feature offers customers personalized challenges based on their shopping behavior, leveraging AI to tailor offers to each individual shopper. This initiative is described as a first in the UK grocery market by the retailer.
Other new media channels being introduced at Morrisons include trolley media, available in 300 stores, as well as personalized Facebook and Instagram advertisements utilizing the brand’s first-party data. Rachel Eyre, Morrisons’ chief customer and marketing officer, expressed enthusiasm about these new media opportunities, emphasizing their aim to further connect customers with their favorite brands.
The launch of Morrisons Media Group in 2022 initially allowed supplier brands to execute marketing campaigns targeting the store’s customers. This service was introduced at Morrisons’ annual Supplier Conference in Bradford on September 22, 2022, catering to suppliers who stock their brands and products in Morrisons stores.
Source: Morrisons
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