New Digital Shift Reshapes In-Store Marketing

Morrisons’ move to introduce a nationwide network of digital advertising screens marks a major shift in how UK supermarkets approach in-store marketing. The retailer has confirmed plans to install hundreds of entrance-based displays, creating a new channel for brands to reach shoppers at the moment they begin their store journey. This development signals a fresh phase for retail media within the UK grocery sector.

The rollout is designed to bring more dynamic messaging into high-traffic areas. By placing digital screens at store entrances, Morrisons aims to give advertisers a direct line to customers when they are preparing to make purchasing decisions. This replaces the traditional reliance on static posters and opens the door to more flexible, real-time marketing options visible to millions of weekly shoppers.

For brands, the timing and positioning of the screens offer a strong advantage. Shoppers entering a supermarket tend to be more receptive to prompts for meal ideas, promotions or new product launches. The shift to digital formats allows advertisers to update campaigns instantly, enabling them to push time-sensitive messages such as weekend offers, seasonal promotions or flash deals.

The partnership supporting the rollout also brings programmatic advertising into the supermarket environment. Brands will be able to schedule, adjust and optimise campaigns based on store locations and shopper patterns. This mirrors the agility of online advertising but applies it inside physical retail, creating a more unified marketing ecosystem for suppliers targeting UK households.

The development also reflects the rapid rise of retail media networks in Britain. Supermarkets are increasingly leveraging their footfall and customer data to become advertising platforms. Morrisons’ investment strengthens its ability to compete with other major grocers that have already expanded their own media offerings, signalling a wider shift toward digital-first in-store marketing.

From a business standpoint, Morrisons stands to benefit from a new revenue stream beyond grocery sales. Advertising income is typically higher-margin than retail operations, giving the company an opportunity to improve financial performance. This could support future investment in store upgrades, technology and customer experience improvements.

Customers will also notice changes as the screens become part of the shopping routine. More dynamic promotions may appear as people enter stores, potentially influencing impulse decisions or highlighting offers shoppers may have otherwise missed. The screens could also support public-information messaging or community campaigns depending on retailer needs.

Industry observers believe the rollout will have knock-on effects across the sector. Competitors are likely to respond with their own upgrades as supermarkets race to attract supplier budgets. The move may also accelerate the decline of printed signage, as retailers shift toward formats that offer better measurement and more flexibility for brands.

As the network expands, the combined use of loyalty data and digital messaging could evolve into even more targeted advertising. This would give brands clearer insights into campaign performance and help retailers deliver more personalised communications. For now, the focus remains on establishing a consistent, high-impact presence across stores.

Overall, Morrisons’ digital-screen initiative marks a meaningful change in UK grocery advertising. By modernising in-store media and bringing digital capabilities into physical retail, the supermarket is reshaping how brands connect with shoppers at one of the most influential points in the buying journey.