Morrisons has launched a new trolley advertising network in its stores nationwide as it ramps up its retail media offer.
The supermarket chain has partnered with Retail Media Group to introduce trolley media across 300 of its largest supermarkets.
The new retail media initiative is one of several launched by Morrisons this month, and joins the introduction of 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.
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According to IGD Research, advertising on trolleys is one of the most visible and effective touch points during a supermarket visit.
Retail Media Group deputy chair David Lambert said: “With each customer exposed to 45 minutes of brand visibility, trolley advertising presents significant value to FMCG brands and remains an indispensable component of the marketing strategy.”
Morrisons group media director Sophie Bayer added: “Retail Media Group is the obvious choice of partner to roll out our shopping trolley network.
“With proven expertise and a time-tested operation, they understand the power of connecting brands to shoppers in the retail environment, and the importance of reliability and accountability to our brands”.
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