New partnership set to reshape how UK shoppers encounter advertising

Morrisons and Bauer Media have confirmed a nationwide partnership that will introduce digital advertising screens at supermarket entry points, marking a major step in the expansion of retail media across the UK. The initiative will turn store entrances into commercial advertising zones, giving brands the opportunity to reach customers at the precise moment they begin shopping. The rollout is scheduled to begin in early 2025 across hundreds of Morrisons locations.

The network will use high-impact digital screens positioned at store doorways to display campaigns targeted by location, time of day and season. Advertisers will be able to tailor promotions to specific customer profiles depending on factors such as local demographics, store performance and regional buying habits. This capability is seen as a key advantage over traditional out-of-home advertising which lacks real-time flexibility.

Bauer Media will manage the commercial side of the network, bringing its experience in digital out-of-home infrastructure and large-scale media planning. For Morrisons, the partnership strengthens its position in the fast-growing retail media sector, which is becoming a valuable additional revenue stream for UK supermarkets as grocery margins remain tight. Both companies say the agreement aligns with changing shopper behaviour and the increasing value of physical retail environments to advertisers.

Trials conducted earlier this year indicated that placing ads at entry points captures shopper attention without interrupting browsing inside the store. Most customers encounter the screens naturally while collecting trolleys or preparing to enter, giving advertisers exposure during the moment when shoppers are considering what to buy. Early test campaigns showed increased engagement with promoted product categories once inside the store.

Brands expected to use the new system include FMCG suppliers, entertainment services, seasonal retailers and food and drink companies. Industry analysts note that advertisers are showing strong interest in messaging that reaches families and weekly grocery shoppers, particularly during discount events and key retail calendar moments. The entrance-based environment offers visibility that traditional aisle messaging cannot always guarantee.

In addition to dynamic displays, the partnership will provide advertisers with performance reporting using store-level data and campaign metrics. While no information will be linked to individual customers, the data will allow marketers to track the correlation between campaign exposure and sales uplift within specific time frames. This evidence-based model is designed to encourage long-term brand investment in the network.

For Morrisons, the advertising launch forms part of a wider ongoing commercial strategy aimed at boosting non-grocery income without affecting product affordability. Industry experts say many UK supermarkets are turning to digital retail media as they seek growth beyond core food sales. The model allows brands to contribute financially to the retail environment while customers continue to benefit from competitive pricing.

Bauer Media sees the partnership as an expansion of its move into high-traffic consumer locations beyond its broadcast and digital publishing business. By integrating Morrisons sites into its existing network, the media group gains access to diverse regions, commuter towns and suburban shopping destinations. The increased national footprint is expected to attract brands looking for large-scale reach across everyday consumer settings.

Customer experience remains central to the strategy, with Morrisons confirming that accessibility and store flow will not be affected. Entrance layouts are being adapted to ensure that screens complement trolley bays and customer pathways without creating congestion. Feedback gathered from trial stores suggested that shoppers responded positively when content was useful, seasonal or offer-focused.

If the network performs strongly, expansion could continue into additional store areas or formats in future phases. Analysts believe the partnership could accelerate the pace of retail media adoption among other UK supermarket groups seeking to monetise footfall. As the advertising rollout progresses in 2025, it may signal the beginning of a new commercial era for both British grocery retail and national media investment.