Morrisons is ramping up its retail media offering for shoppers, with a series of new media opportunities to further connect customers to their favourite brands.
The grocery giant is introducing digital screens to its Market Street food counters, allowing brands to both promote products that complement the counter range and interact with shoppers in an area of the store where its products are not stocked.
The screens have been implemented across more than 300 of the supermarket’s stores, on its butcher, fishmonger, deli, pizza and oven fresh counters, with the first campaigns now live.
Morrisons is also trialling “My Points Boosters,” a new feature in its More Card app, which offers customers hyper-personalised challenges based on their shopping patterns.
The feature marks a first in the UK grocery market according to the retailer, and uses AI to personalise offers to each shopper.
Other new media channels launching at the retailer include trolley media, which is now available across 300 stores, as well as personalised Facebook and Instagram adverts using the brand’s first party data asset.
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Morrisons chief customer and marketing officer Rachel Eyre said: “We’re excited to be launching even more media opportunities with MMG to further connect our customers with their favourite brands.
“These include industry firsts such as the ‘My Points Boosters’ trial that will offer more personalisation and greater value to our customers as well as media opportunities already known and trusted by our suppliers such as trolley media. We’re also increasing the opportunities to showcase our unique Market Street counters with offers our customers will love.”
The supermarket initially launched Morrisons Media Group in 2022, allowing supplier brands to deliver marketing campaigns to its customers.
The new service for suppliers who stock their brands and products in the grocer’s stores was revealed at Morrisons annual Supplier Conference which took place in Bradford on September 22nd 2022.
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