Shoppers weigh benefits and drawbacks as Morrisons expands digital advertising screens

Morrisons’ decision to introduce hundreds of digital advertising screens across its supermarkets has prompted fresh discussion about how the change could influence the in-store shopping experience. The retailer plans to install around 300 screens at store entrances from next year, working with Bauer Media Outdoor to expand its retail-media presence at a time when UK supermarkets are increasingly seeking alternative revenue streams.

The digital screens will display rotating advertisements, promotional offers and brand messaging as customers walk into the store. Positioned at the entrance — a key behavioural point before shoppers begin selecting items — the screens are designed to capture attention early. Industry analysts say such placements can be highly influential because consumers have not yet committed to specific purchase decisions.

Supporters of the plan argue that the screens will improve communication with shoppers by surfacing timely deals and highlighting new product launches. By showing relevant promotions before the shopping journey begins, Morrisons believes it can help customers identify value more quickly. Retail-media advocates also say digital displays allow for real-time updates that traditional posters cannot match.

However, the move has raised concerns about the growing commercialisation of the supermarket environment. Critics note that the entrance is a sensitive stage in the shopping experience and that targeted promotions may prompt impulse spending. Budget-conscious shoppers in particular could feel pressured by high-impact advertising as they begin their shop.

Some customer groups fear the rollout may contribute to a busier, more cluttered store atmosphere. Supermarkets have long been valued for their straightforward layout and ease of navigation, and there is debate over whether adding digital marketing at the entrance could undermine that simplicity. Observers say the balance between useful information and intrusiveness will be crucial.

The shift is part of a wider trend in UK grocery retail, where physical stores are being turned into advertising platforms. Retailers see digital screens as a profitable way to offset slim margins, with brands increasingly looking to reach customers at the point of purchase. Morrisons’ expansion brings it closer to rivals that already operate extensive in-store media networks.

Questions have also been raised about how content will be managed and what data may inform scheduling. While DOOH advertising does not target individuals directly, campaigns often rely on general shopper behaviour, footfall patterns and time-of-day insights. Transparency around how these insights are used will be important for shopper confidence as the network grows.

Morrisons has said the screens will be designed to enhance rather than disrupt the experience, focusing on relevant offers and clear communication. The supermarket maintains that shoppers will benefit from greater visibility of deals and that the displays will help streamline engagement with products and brands.

Reaction among shoppers has been mixed. Some welcome the potential for clearer information on savings, especially during cost-of-living pressures. Others worry the screens will add unnecessary noise and contribute to an environment driven more by advertising than by customer comfort. Market analysts say the true impact will only become clear once the rollout is fully operational.

As the installation progresses, the supermarket will be closely monitoring customer feedback. Whether the digital-ads plan evolves into a valued service or a point of contention for shoppers will largely depend on how effectively Morrisons balances commercial interests with the in-store experience customers expect.