Supermarket expands into retail media with nationwide screen rollout

Morrisons has announced a major expansion into digital retail media with the launch of its first-ever network of in-store advertising screens, set to be installed across 300 supermarkets nationwide. The move marks a significant shift in how the UK retailer uses its physical estate, transforming high-traffic store entrances into premium advertising locations. The rollout reflects broader trends in retail as supermarkets increase their focus on digital engagement.

The new digital screens will be supplied and installed through a partnership with Bauer Media Outdoor. Under the agreement, the two companies will operate a seven-year contract to manage the network and sell advertising space. The installation phase is scheduled to begin in early 2026, with stores across the UK set to receive the technology as part of a phased deployment programme.

Morrisons has confirmed that the screens will utilise advanced display technology designed specifically for retail environments. Positioned at store entrances, the screens are expected to engage shoppers at the beginning of their visit, offering brands a high-visibility advertising format. This strategic placement reflects research indicating that customers are more receptive to promotional messaging as they enter the store.

The supermarket’s commercial team has described the initiative as a major extension of its retail media capabilities. Through Morrisons Media Group, the retailer already supports brands with targeted promotional opportunities, but the addition of digital screens marks a new stage in the evolution of its media offering. The network will enable dynamic, high-impact adverts that can be updated rapidly to suit campaigns or seasonal activity.

For brands, the development presents an opportunity to reach millions of shoppers in real time. With substantial weekly footfall across its nationwide estate, Morrisons believes the new screens will deliver measurable value for advertisers seeking to influence purchasing decisions at a critical stage. Industry commentators note that demand for digital out-of-home advertising has grown considerably, particularly within supermarket settings.

The investment aligns with a wider shift within the retail sector. Supermarkets are increasingly acting as media platforms, making use of data, digital infrastructure, and physical space to drive new revenue streams. Retailers across the UK have been expanding their media networks, and Morrisons’ move positions it alongside competitors who have already built similar capabilities in stores.

Executives at Morrisons have framed the project as part of a long-term commercial strategy focused on innovation and customer engagement. They emphasise that the digital screens will complement, rather than replace, existing in-store communication tools, allowing for a more integrated approach to shopper messaging. The technology is expected to play a role in brand partnerships and seasonal events.

Industry response to the announcement has been broadly positive. Analysts say the partnership with Bauer Media Outdoor brings specialist expertise to the initiative, ensuring that installation and network management meet the standards required for large-scale digital advertising. The collaboration is seen as a strong indicator of the supermarket’s commitment to developing modern retail-media infrastructure.

As the rollout begins, retailers and advertisers alike will be watching closely to assess the performance of the new network. Success in driving customer engagement and brand lift could prompt further investment, both within Morrisons and across the wider grocery sector. The coming year is expected to provide key insights into how digital out-of-home advertising shapes the in-store experience.

For shoppers, the introduction of digital screens may represent a noticeable shift in store design, but Morrisons maintains that the technology has been implemented with customer flow and convenience in mind. As the supermarket continues to modernise its estate, the screens are set to become a central feature of its retail-media strategy, signalling a new phase in how UK grocers blend commercial activity with the shopping journey.