UK supermarket chain taps digital advertising to boost revenue and shopper engagement

Morrisons is taking a major step into the world of retail media by introducing new digital advertising screens across hundreds of its supermarkets. The initiative marks a shift in how the chain uses its store spaces, turning key customer touchpoints into powerful marketing opportunities as it modernises its physical estate.

The screens are being placed at store entrances, where shopper attention is naturally high. By displaying targeted promotions at the moment customers arrive, brands gain a better chance of influencing buying decisions before baskets are filled. Morrisons believes this approach will help link advertising directly to sales uplift within the store.

The rollout will begin in early 2026 and covers a wide network of locations across the UK. The supermarket is partnering with an experienced industry operator to deliver the technology and manage placements. For Morrisons, the move supports a broader strategy of unlocking extra revenue streams as grocery margins remain under pressure.

The introduction of digital screens follows earlier small-scale trials. Morrisons has already experimented with signage in fresh food areas and other media formats around the shop floor. These tests are said to have provided useful insight into shopper behaviour and how digital content can support product visibility and engagement.

Retail analysts say customer reach is one of the project’s strongest advantages. Millions of shoppers visit Morrisons each week, offering brands a large captive audience without relying on online tracking or personal data. That makes in-store screens appealing to advertisers seeking measurable visibility in trusted real-world environments.

Morrisons has also been investing in upgraded technology and data capabilities. These improvements pave the way for more dynamic advertising, where content can adjust based on time of day, location or seasonal demand. With better analytics in place, the supermarket expects to demonstrate clear performance results to its brand partners.

Shoppers may notice more promotional messaging as they enter stores, but the focus is on relevance and value. Morrisons says the screens will support offers, new products and campaigns that complement its core retail mission. If executed well, customers could benefit through sharper deals and more informed choices.

The move reflects a growing trend among major UK retailers. As competition intensifies, supermarkets are increasingly using their own media networks to connect brands with consumers. This shift turns retail businesses into media owners, widening commercial opportunities beyond traditional sales.

By securing a strong position early, Morrisons is signalling that its retail media ambitions are serious. Digital screens at entrances are likely just the beginning as the chain explores further ways to merge shopping and media experiences. Its stores may soon become central hubs for advertising as well as groceries.

For now, Morrisons is preparing for the first wave of installation and building relationships with advertisers keen to reach its national customer base. The success of the initiative will depend on how well the new screens influence shopper journeys while maintaining a positive in-store experience for UK families.