Morrisons Media Group (MMG) is extending its retail media offering into Morrisons’ convenience estate, giving brands and suppliers access to around 1,700 convenience stores alongside the retailer’s supermarket network.
The move is designed to help suppliers plan campaigns across both parts of the business while recognising that shoppers use convenience stores differently from larger supermarkets.
The launch comes as the UK convenience sector continues to grow. According to IGD, the market is forecast to increase from £49.2bn in 2025 to £56.2bn by 2030.
At the same time, shopper behaviour is also changing, with grocery consumers increasingly making more quick, convenient shopping trips. Lumina Intelligence reports a 5% year-on-year increase in convenience shopping visits, while the number of items bought per trip has fallen by 7%.
Morrisons said these shifts underline the need for campaigns that reflect specific shopping occasions rather than treating all store formats in the same way.
Convenience media now part of the wider retail media proposition
The expansion brings convenience media into MMG’s wider retail media proposition, giving suppliers a single point of contact and access to the group’s planning, client service and campaign development teams. Campaigns will be supported by insights from Morrisons’ first-party data platform, MoreViu, as well as the retail media expertise of .
Steve Newbould, head of commercial data & media at MMG, said: “Expanding Morrisons Media Group’s proposition into Convenience is 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.”
Katie Jackson, Morrisons Media Group, added: “For suppliers, the opportunity is to plan more effectively across the Morrisons estate without taking a one-size-fits-all approach.”
Meanwhile, Rosie Houston, managing director, UK Retail Media Networks, SMG, said the partnership would help suppliers connect brand activity across different shopping environments and make better use of customer insights.
The move reflects a broader trend across grocery retail, where both quick commerce and retail media are perceived as important sources of growth. As competition intensifies and margins remain tight, retail media is increasingly being viewed as a strategic growth engine for the grocery sector.
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