Morrisons to Implement Major Changes in 300 UK Stores Next Year

Morrisons is set to implement significant changes in 300 of its UK stores starting early next year. The retailer is embarking on a new initiative that involves the introduction of digital advertising screens at store entrances.

Morrisons Embraces Digital Retail Media

This upgrade marks Morrisons’ first venture into digital retail media. With the new screens, a range of tailored advertisements will enhance the shopping experience for customers. The move aims to connect brands with shoppers precisely when purchase decisions are made.

Partnership with Bauer Media Outdoors

• Morrisons has partnered with Bauer Media Outdoors (BMO) to execute this initiative.
• The two companies have secured a seven-year contract focused on the installation and management of these screens.
• The screens are expected to promote a variety of products that align with customer preferences.

Richard Bon, managing director at BMO, commented on the partnership’s potential impact. He noted how strategically placed screens can create significant opportunities for brand visibility at the point of sale.

Ongoing Technological Advancements

These changes are part of a broader strategy as Morrisons enhances its technological capabilities. In addition to digital advertising, the retailer has recently introduced digital labeling systems and a rapid delivery service known as “Morrisons Now.”

This delivery service promises to deliver fresh groceries within an hour to customers near participating stores. Currently, Morrisons Now operates in 158 stores, with plans to expand to 420 locations. Customers can place orders for up to 30 items, with a minimum purchase of £15 and a service charge of £4.50.

Summary of Key Changes

As Morrisons continues to innovate, customers can look forward to an enhanced shopping experience driven by technology and strategic advertising initiatives.