Supermarket launches refreshed in-store media push

Morrisons has introduced a new digital-screen advertising campaign designed to reach customers the moment they step into its stores. The rollout, confirmed this week by the supermarket’s media team, places high-visibility digital displays at key entry points across selected UK branches. The move marks one of the retailer’s biggest updates to its in-store engagement strategy in recent years.

The chain says the new screens are intended to provide timely, relevant messages to shoppers before they begin navigating aisles. Early trials have focused on high-footfall stores, with further installations planned over the coming months. Morrisons’ in-house retail media network has overseen the deployment and will manage upcoming campaigns.

According to the company, the displays will feature a mix of seasonal promotions, brand partnerships and store-specific messages. Retail analysts note that supermarkets are increasingly investing in digital media as customers respond more strongly to visual content at the point of entry. Morrisons’ latest campaign is expected to support both national brands and smaller suppliers.

The move comes as major grocers strengthen their retail-media offerings to attract advertisers seeking direct access to in-store audiences. Morrisons says the entry-screen format offers a “high-impact moment” by capturing attention before shoppers make purchasing decisions. Early feedback from brand partners has been positive, according to internal reports.

Digital screens have already appeared in several redesigned Morrisons locations, forming part of wider store-layout improvements. The new campaign builds on these upgrades by allowing more dynamic content to be delivered throughout the trading day. Store teams will also be able to coordinate messages for local events or time-sensitive promotions.

Industry observers say the supermarket’s timing aligns with increased demand from advertisers looking for measurable retail-media channels. In-store screens give brands the ability to target shoppers in physical environments while complementing online campaigns. Morrisons’ adoption of the format signals continuing growth in the sector.

The retailer’s leadership has said that digital tools will play a larger role in enhancing customer experience. They believe clear, well-placed information can help guide shoppers towards offers that match their needs. The entrance screens are part of a broader modernisation effort that includes updated signage and technology across stores.

Shoppers in trial locations have already noticed the presence of the new screens, with initial monitoring suggesting strong engagement. Morrisons says it will continue evaluating customer responses as more sites join the rollout. The supermarket aims to ensure the displays improve navigation without causing clutter.

As other UK retailers expand their retail-media operations, Morrisons’ latest move positions it firmly within the competitive landscape. Brands seeking greater visibility are expected to explore the new placements as part of their advertising mix. The success of the campaign will likely shape future investment in digital formats.

For now, the supermarket is focusing on refining the content strategy and expanding the network in phases. With advertisers showing growing interest and store trials yielding promising results, Morrisons believes its new entrance screens can become a core part of how it communicates with customers in the years ahead.