Digital screens in Morrisons spark debate over shopper experience and retail media ambitions

Morrisons’ plan to roll out a large digital-out-of-home advertising network across 300 supermarkets has raised questions about how the move will affect everyday shoppers. The retailer has partnered with Bauer Media Outdoor to introduce new Waferlite screens positioned at store entrances. The rollout, beginning in early 2026, marks Morrisons’ first major step into in-store digital media.

The decision aligns with a wider trend in UK retail, where supermarkets are increasingly using digital screens to promote products, highlight deals and generate new advertising revenue. For Morrisons, which continues to operate in a highly competitive grocery environment, the network is seen as a way to strengthen its retail-media arm and attract major brands seeking targeted exposure.

Shoppers entering stores will encounter dynamic ads capable of changing throughout the day. These displays may feature promotions, seasonal offers or brand messages aimed at influencing purchasing decisions at the very start of the shopping journey. Supporters argue that this could help customers identify useful deals more quickly.

Industry analysts note that digital screens can enhance in-store communication when used responsibly. They can draw attention to discounts on essentials, new ranges or time-limited offers that might otherwise go unnoticed. For some shoppers, the additional information could improve convenience and encourage better-value purchases.

However, critics warn that the presence of more advertising may feel intrusive, particularly for customers seeking a simple, distraction-free grocery shop. The shift reflects a growing overlap between online-style marketing and physical shopping spaces, which some consumers may find overwhelming or commercially aggressive.

There are also concerns about the potential impact on spending habits. Advertising placed at store entrances may increase the likelihood of impulse buying, particularly during peak trading hours. Consumer groups have cautioned that digital displays could subtly nudge shoppers into purchasing items they did not plan to buy.

Privacy advocates have raised similar questions about how campaign scheduling and targeting will be managed. While DOOH advertising does not identify individuals, it often relies on footfall data and demographic patterns to optimise content. Morrisons and its media partners maintain that the screens will operate within strict data-protection rules.

For Morrisons, the new network represents an opportunity to diversify income at a time when supermarkets are looking beyond traditional retail margins. The structure of the deal enables both Morrisons and Bauer Media Outdoor to share revenue generated from brand partnerships and programmatic advertising campaigns.

Supermarkets across the UK have been expanding their retail-media capabilities as brands shift more advertising budgets towards data-driven channels. Morrisons’ entry into this space is expected to intensify competition with rivals who already operate in-store digital networks. Analysts believe the move could lead to more innovation across the sector.

The challenge for the supermarket will be balancing commercial goals with the consumer experience. Morrisons will face pressure to ensure that screens deliver genuinely useful information rather than excessive promotional noise. Industry experts suggest that transparency and relevance will be key to maintaining shopper trust.

As installation begins, reactions among UK shoppers are likely to vary. Some may appreciate the added visibility of offers, while others may view the screens as an unwelcome addition to an already busy retail environment. The coming year will reveal whether the DOOH network enhances or hinders the supermarket experience for regular customers.