Morrisons is to make its “first foray” into digital retail media screens, as it aims to significantly increase its commercial income from suppliers.
The supermarket is to roll out screens to 300 of its stores, kicking off a a new seven-year partnership with Bauer Media Outdoor (BMO), which will install and operate the screen network.
The new Waferlite digital tech will be positioned outside or immediately near store entrances, in order to target shoppers at a “critical point in their purchase journey”, when they are “most receptive to brand messaging” Morrisons claimed.
Morrisons’ in-house retail media agency MMG will work with BMO to sell advertising slots to suppliers, as well as external brands.
“We’re pleased to be offering even more media opportunities for our customers to connect with their favourite brands through the rollout of new digital screens at our supermarket entrances,” said Steve Newbould, head of commercial at Morrisons.
“This is just one of the many innovative advertising solutions available through MMG, designed to help brands reach shoppers in meaningful and effective ways.”
The rollout will begin in the coming months, during the first quarter of Morrisons’ 2026 financial year.
Morrisons aiming to increase commercial incomes
While Morrisons is relatively late to the party in committing to digital screens – which are now prevalent across the estates of the majority of its rivals – the supermarket is aiming to increase commercial revenue and opportunities under Rami Baitiéh’s turnaround plan.
In July it faced backlash from suppliers after asking them to bring forward millions of pounds of marketing spend set for Q4 into Q3, as it sought to hit revised financial targets before its year ended in November.
Critically, Morrisons has significantly modernised its data capabilities over the last year, meaning it is now able to deploy digital screens – and the adverts they show – more effectively.
In September it rolled out new AI-powered category management software in partnership with loyalty specialist Tecsa. The Grocer understands senior insiders are positive about the potential of the new tool – which is called More Viu – in terms of the level of detail it will allow it to give to suppliers who pay for marketing.
They also believe it could be “fairly transformational” for store standards and the way that Morrisons approaches store layouts and promotions.
“Securing this exciting new partnership with Morrisons represents another significant moment for the role of out-of-home in the wider UK retail media ecosystem,” said Richard Bon, Bauer Media Outdoor MD.
“With perfectly positioned screens at store entrances nationwide, we’re creating unmissable opportunities for brands to connect with millions of shoppers at the precise moment purchase decisions are being made.”
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