New in-store advertising network aims to influence customer decisions in real time

Morrisons has expanded its retail media strategy with the launch of a new digital advertising network that allows brands to target shoppers precisely at the point of purchase. The supermarket has introduced large digital screens across store entrances and key high-traffic zones, enabling advertisers to reach customers just moments before they begin shopping. The rollout follows recent investment in technology designed to make retail media a major revenue stream for the business.

The new system builds on growing demand from brands seeking to influence decision-making in physical stores rather than relying solely on online channels. Advertisers can now deliver bespoke campaigns that change by time of day, store location, weather patterns and promotional calendars. The move aligns Morrisons with other major supermarkets adapting to increased competition in the fast-growing UK retail media sector.

Brands participating in the launch phase include well-known names from groceries, personal care, beverages and household goods. Early campaigns are using the format to promote seasonal offers, new product launches and price-led promotions targeted at families, commuters and weekend shoppers. Retail analysts note that capturing attention during the shopping mission makes the ad slots highly attractive to consumer brands.

Morrisons confirmed that the screens are positioned to avoid interrupting the in-store browsing experience while still delivering maximum visibility. The focus is on reaching customers as they arrive or move between prominent zones such as bakery, fresh produce and chilled aisles. Trials showed that the location and timing of ads strongly influence product engagement and basket composition.

Advertisers will have access to performance analytics based on digital impressions and contextual store data rather than individual shopper tracking. The measurement model provides insights into how campaigns correlate with product sales uplift, store footfall and promotional effectiveness. This level of transparency is seen as critical to attracting major marketing budgets into retail environments.

For the supermarket, the digital rollout represents an important component of its commercial growth plan. As margins remain tight in the grocery sector, non-food revenue streams such as media partnerships are becoming increasingly important. Morrisons aims to make its retail media division a long-term contributor to business performance while maintaining affordability for customers.

Media industry experts say the development reflects how consumer behaviour has shifted since the pandemic, with in-store marketing regaining influence as shopping habits stabilise. With most weekly grocery purchases still happening in physical shops, advertisers are eager to reach buyers during their decision-making window rather than only through digital advertising online.

The expansion also strengthens Morrisons’ position among advertisers focused on integrated campaigns across physical and online channels. Brands can now run synchronised promotions through Morrisons’ app, site and digital in-store screens, increasing the chances of consistent message recall. This omni-channel approach is expected to become a standard in the next phase of UK retail media.

Store operational teams have been adapting layouts to accommodate the equipment while preserving trolley space and accessibility. The supermarket has stated that ease of entry and customer comfort remain priorities, and no changes are planned to aisle designs or shopping routes. Feedback during trials indicated that customers were receptive to the screens when content was relevant and clearly signposted.

The digital network will continue to expand throughout 2025, and Morrisons plans to evaluate campaign outcomes to guide future investment. If the system maintains strong advertiser demand and measurable sales impact, analysts believe more UK supermarkets may accelerate their own retail media projects. For shoppers and brands alike, Morrisons’ strategy signals a new era in how advertising and grocery shopping intersect.