Morrisons Media Group (MMG) is following up its first year of bespoke campaigns with new media opportunities, designed to connect Morrisons customers with brands.
The first change that customers will notice in store is that digital screens are being introduced at Morrisons Market Street food counters.
The screens provide brands the opportunity to promote products that complement the counter range on offer, as well as an additional moment to interact with customers in a part of the store where their products are not stocked.
The first campaigns are now live in over 300 Morrisons stores.
Additionally, Morrisons More Card customers will continue to be rewarded, while the loyalty scheme also offers further opportunities for brands to engage with customers.
An example of this is ‘My Points Boosters’ – a new feature being trialled in the More Card app which offers customers hyper-personalised challenges based on their shopping patterns. Morrisons said it is a first in the UK grocery market, and uses AI to personalise offers to each customer.
‘My Points Boosters’ users are given the opportunity to select up to ten leading brands from a personalised list, before being rewarded if they reach certain spend milestones within a set time frame. The amount of More Points they unlock increases as they hit bigger milestones and they can track their progress via the app as they work towards unlocking additional More Points to convert into Morrisons Fivers.
Other new media channels launching in Morrisons include trolley media which is now available in over 300 stores. This is as well as personalised ads on Facebook and Instagram, using the retailer’s growing first-party data asset.
Rachel Eyre, chief customer and marketing officer at Morrisons, said: “We’re excited to be launching even more media opportunities with MMG to further connect our customers with their favourite brands.
“These include industry firsts such as the ‘My Points Boosters’ trial that will offer more personalisation and greater value to our customers as well as media opportunities already known and trusted by our suppliers such as trolley media. We’re also increasing the opportunities to showcase our unique Market Street counters with offers our customers will love.”
Morrisons Media Group, which is operated in partnership with SMG, launched in September 2022 as a full-service retail media offering, acting as ‘one front door’ for brands and agencies to better reach Morrisons customers through owned and external media platforms.
Retail media offerings are the focus of a brand new RetailX Events conference this June. MediaX explores the experiences of well-established retailers in this space to new entrants and the agencies who are helping make things tick. For the full list of speakers, agenda and to register – click here.
Ahead of the event, ITV’s Controller of Advanced Advertising Jayesh Rajdev sat down with Katie Searles to discuss why productive partnerships are key at this exciting juncture.
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