Monday, May 20, 2024

Morrisons expands media opportunities

UK retailer Morrisons’ media group is following up its first year of bespoke campaigns and unique customer experiences with a raft of new media opportunities.

Digital screens

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 screens are on Morrisons’ butcher, fishmonger, deli, pizza and oven fresh counters in over 300 stores.

More Card

With Morrisons More Card customers now at “record levels”, the retailer says it’s continuing to reward users in “exciting ways” while also offering further opportunities for brands to engage with loyal 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. It’s promoted as 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 10 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 channels

Other new media channels launching in Morrisons include trolley media which is now available in over 300 stores as well as personalised ads on Facebook and Instagram using the retailer’s growing first-party data asset.

“We’re excited to be launching even more media opportunities with Morrisons Media Group (MMG) to further connect our customers with their favourite brands,” says Morrisons Chief Customer and Marketing Officer Rachel Eyre.

“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.”

MMG 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.

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