New digital advertising strategy reshapes supplier relationships and shopper experience

Morrisons is preparing to introduce a major new advertising channel inside its supermarkets, marking a significant shift in how the retailer uses its physical estate. Digital screens will be installed at store entrances across the UK, giving brands the opportunity to reach shoppers at the very moment they step inside. For suppliers, this change signals a more competitive landscape where visibility comes at a cost.

The new screens form part of Morrisons’ growing retail media strategy. By turning high-footfall areas into advertising spots, the supermarket is positioning itself not only as a grocery chain but also as a media owner. This allows Morrisons to generate extra revenue from marketing campaigns without increasing product prices or relying solely on sales performance to strengthen margins.

For suppliers, securing attention at the entrance could become as important as winning a prime shelf position. Brands that invest in screen placements may gain early influence over shopper decisions, especially on items where choice is driven by impulse rather than loyalty. Smaller companies, however, may face challenges if bigger competitors outspend them on prominent advertising space.

The approach builds on earlier retail media initiatives such as trolley posters and digital signage in fresh food zones. With this wider rollout, Morrisons aims to create a more connected marketing environment that engages shoppers throughout their store journey. Advertisers will have more chances to communicate messages directly tied to product promotions and seasonal trends.

Technology investment plays a key role in this transformation. Morrisons has upgraded its systems to support targeted and dynamic advertising, meaning content can change depending on time, store location, or demand patterns. Suppliers will need smarter campaigns that align with shopper behaviour and provide measurable results through stronger data insights.

While the screens may help promote deals and highlight new launches, there are questions about their impact on the in-store experience. Shoppers are increasingly aware of marketing messages, and some may view additional advertising as unnecessary noise. Morrisons believes the key to acceptance will be relevance, ensuring ads add value rather than distraction.

The shift also signals a broader change in retailer-supplier relationships. Instead of relying only on pricing discussions and category management, suppliers must now consider marketing budgets and media strategies to protect market share. Those who adapt quickly may gain an edge as digital retail media becomes central to brand visibility.

With millions of weekly customers, Morrisons offers advertisers significant reach. The supermarket expects demand for screen slots to be strong, encouraging suppliers to plan early and align advertising with product availability. Clear links between campaigns and sales performance could persuade more brands to invest in the new platform.

Industry observers say the move reflects wider trends across UK retail, where supermarkets seek fresh commercial opportunities beyond traditional operations. As economic pressures continue, the ability to monetise store space through advertising is becoming increasingly attractive, especially for chains balancing competitive pricing with rising costs.

Suppliers now face a pivotal moment in how they position their products within Morrisons stores. Embracing digital advertising could help them stay visible and relevant, while failure to engage may leave gaps for rivals to fill. The coming rollout represents a shift in power and expectations, as the supermarket reshapes what it means to stand out in the aisles.