Supermarket’s new digital displays set to shape shopper behaviour from the doorstep

Morrisons is preparing to introduce a new advertising network across its supermarket entrances, installing digital screens designed to capture customer attention before they begin their shop. The supermarket has partnered with Bauer Media Outdoor to roll out 300 entrance-mounted displays from 2026, marking a significant expansion of its retail-media activity. The move follows a period of rising investment in in-store digital advertising across the UK grocery sector.

The entrance screens will feature dynamic, real-time advertising that can be updated throughout the day. Their positioning is intentional: shoppers are exposed to promotional messages at the exact moment they enter the store, when decisions about what to buy are not yet fixed. Retail analysts say the timing is critical in influencing consumer behaviour, particularly during busy periods when customers rely on prompts and cues.

For Morrisons, the strategy presents an opportunity to generate additional revenue at a time when grocery margins remain tight. The supermarket’s media division, Morrisons Media Group, will work alongside Bauer to manage campaigns, offering brands access to high-footfall locations. This expansion aligns Morrisons more closely with rivals who have already built substantial retail-media networks as advertising becomes an increasingly important income stream.

Supporters of the initiative argue that the screens could enhance the shopping experience by highlighting relevant deals, seasonal offers and new products. They suggest that shoppers may benefit from timely information about savings as soon as they enter the store. Some industry voices believe digital screens can function as a modernised, efficient way to communicate value to customers.

However, the rollout has prompted questions about how the technology will affect shopping habits. Consumer advocates warn that marketing placed at the point of entry may encourage impulse purchases, especially for those trying to stick to a budget. Entrance-based advertising has long been considered one of the most influential touchpoints within physical retail environments.

There is also concern that the new screens could contribute to an increasingly commercialised store atmosphere. Shoppers who prefer a more straightforward, quiet experience may see the displays as intrusive. Retail researchers point out that the growing presence of digital media in supermarkets reflects a broader shift towards blending physical shopping with online-style advertising strategies.

Privacy considerations have also entered the debate. While DOOH screens do not identify individual shoppers, campaign scheduling and optimisation often rely on aggregated footfall data and demographic patterns. Transparency around how these insights are used will be important for consumer trust as digital retail media expands.

Morrisons and Bauer Media Outdoor maintain that the screens will be used to deliver relevant, helpful information rather than bombard shoppers with excessive advertising. The companies emphasise the potential for the technology to support both national brands and emerging suppliers seeking cost-effective exposure in high-traffic areas.

Industry observers expect the rollout to accelerate competition among UK supermarkets in the retail-media space. As brands shift more budgets towards in-store digital campaigns, retailers are positioning themselves to capture this demand. Morrisons’ investment is seen as a strategic move to strengthen its offer and remain competitive.

How shoppers respond will determine the long-term impact of the initiative. Early reactions have been mixed, with some welcoming clearer visibility of offers and others expressing concerns about commercial saturation. As installation progresses, the supermarket will be watching closely to ensure the screens enhance — rather than disrupt — the experience for regular customers.