From 2026, shoppers approaching a Morrisons store will be greeted by new digital screens displaying a rotation of adverts. This seven-year partnership with Bauer Media Outdoor marks the supermarket’s first major step into digital retail media. The screens are designed to guide the shopping experience by showing available brands and products just as customers arrive.
Morrisons stated the screens will target consumers at a ’critical point in their purchase journey,’ making them more receptive to brand messaging. The network will be jointly sold by Bauer and Morrisons’ own retail media agency, MMG. This move follows similar digital advertising implementations by competitors like Tesco and Sainsbury’s.
This is part of a broader tech shift for Morrisons, which also plans to roll out digital shelf labels next year. The company recently completed a series of closures, including in-store cafés and counters, as it focuses on a turnaround plan under new leadership.
