Supermarket accelerates tech upgrades to strengthen commercial strategy

Morrisons is moving deeper into digital transformation as it expands its retail media operations across UK stores. The supermarket has confirmed a series of new investments aimed at modernising customer touchpoints, improving data capabilities and creating fresh advertising opportunities. The push marks one of its most significant technological shifts in recent years as competition in the grocery sector intensifies.

The retailer has begun rolling out new digital screens at store entrances, designed to reach shoppers the moment they walk in. These displays will deliver dynamic content ranging from seasonal promotions to branded campaigns. Early trials have shown strong engagement, giving the supermarket confidence to accelerate deployment across more sites.

Morrisons’ updated retail media network will also create new revenue opportunities as brands seek ways to connect directly with in-store audiences. The company says advertisers are increasingly interested in placements that can influence purchasing decisions in real time. Digital screens, aisle displays and checkout formats are all part of the expanded offering.

Alongside in-store updates, Morrisons is strengthening its behind-the-scenes data and analytics systems. These tools will help brands tailor campaigns more accurately, while giving the retailer clearer insight into shopper behaviour. Executives say improved measurement and reporting will make its media network more competitive.

Industry analysts note that retail media is becoming a major growth area for UK supermarkets. With grocery margins under pressure, retailers are turning to alternative income streams that can scale quickly. Morrisons’ digital transformation aligns with this wider trend, placing it alongside larger rivals that have already built substantial media operations.

The company has also been modernising store layouts to support the new technology. Redesigned entrances, refreshed signage and updated fixtures are helping to integrate digital content more seamlessly into the shopping environment. Morrisons says the goal is to enhance the customer journey without overwhelming visitors with messaging.

Suppliers are expected to benefit from the increased flexibility offered by digital formats. Campaigns can be adapted throughout the day to reflect stock levels, promotions or local events. This agility is becoming highly valued among brands looking for more responsive ways to reach UK shoppers.

Morrisons has highlighted the importance of balancing commercial aims with customer experience. While the new media network provides additional revenue, the supermarket insists the content will remain relevant and useful. Internal teams are working to ensure messaging supports store operations and complements traditional point-of-sale materials.

The digital transformation also strengthens the company’s position in the competitive retail-media landscape. By investing in modern infrastructure, Morrisons aims to attract a broader range of advertisers and secure greater long-term returns. Analysts say the strategy could help stabilise performance amid challenging market conditions.

As the rollout continues, Morrisons will monitor customer reactions closely and adjust content strategies where needed. The retailer expects to expand its digital network in phases through next year, adding more stores as installations are completed. The success of the initiative will likely shape future upgrades across the wider estate.

Morrisons’ shift towards a stronger retail-media presence reflects a changing retail environment where data, technology and advertising increasingly drive commercial growth. With digital upgrades underway and brand interest rising, the supermarket is positioning itself for a more tech-enabled future that supports both shoppers and suppliers.