Morrisons has expanded its retail media network to include around 1,700 of its convenience stores, to give brands a “more joined-up approach” to campaigns across its estate.
The expansion of the Morrisons Media Group network – which is operated by SMG – means suppliers have a “consistent point of contact” as well as full access to the group’s strategic planning, client service and proposition-development expertise.
Steve Newbould, head of commercial data & media, Morrisons Media Group, said the move was “an important step in how we support our supplier partners”.
“Our customers shop across different formats for different reasons, and bringing these opportunities together allows us to offer brands a more comprehensive way to engage with them. This is about building on the strength of our existing retail media proposition while recognising the growing importance of convenience.”
Suppliers will benefit from the media group’s existing strategic support, the supermarket said, including insights informed by Morrisons’ first-party data platform MoreViu, to shape campaign planning to different customer missions and commercial objectives.
“For suppliers, the opportunity is to plan more effectively across the Morrisons estate without taking a one-size-fits-all approach,” said Katie Jackson, Morrisons Media Group.
“We’re bringing the same strategic support and expertise to convenience, helping brands identify relevant opportunities and develop campaigns that reflect the needs of customers in each shopping environment,” she added.
The launch comes as the UK convenience market is forecast to grow from £49.2bn in 2025 to £56.2bn by 2030, according to IGD.
Lumina Intelligence research shows a 5% year-on-year increase in convenience shopping visits, coming with a 7% decline in items purchased per trip.
SMG – which operates the media networks for Asda, Deliveroo, Co-op and Boots – said these changing habits “highlight the importance of tailoring campaigns to distinct shopping missions”.
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