Morrisons Digital Screens Transform UK Supermarket Entrances

Morrisons is set to install digital advertising screens in 300 of its UK stores. The nationwide rollout will begin in early 2026. This marks a major push into the growing retail media sector.

The project is a seven-year partnership with Bauer Media Outdoor. It aims to monetize the supermarket’s high customer footfall. This initiative represents a significant shift in how supermarkets generate revenue beyond product sales.

How the New Digital Advertising Network Will Work

The digital screens will be positioned at store entrances. This location is considered a prime spot for capturing shopper attention. The technology will display dynamic, targeted advertisements.

According to Reuters, the network will use advanced display screens. These can update content in real-time throughout the day. Brands will be able to tailor messages based on time and location.

For Morrisons, this creates a new, high-margin revenue stream. The partnership shares income from advertising sales. It is a direct response to the competitive pressure on traditional grocery profits.

The Broader Impact on Retail and Shoppers

This move is part of a wider industry trend. Supermarkets are increasingly transforming their physical spaces into advertising platforms. They are leveraging their vast customer reach for brand partnerships.

For shoppers, the experience at the store entrance will change significantly. Some may find the digital offers helpful and informative. Others could perceive the screens as an intrusive commercial presence.

Analysts note the delicate balance Morrisons must strike. The network needs to provide value without disrupting the customer journey. The long-term success hinges on positive shopper reception.

The introduction of Morrisons digital screens is a landmark development for UK retail. It fundamentally reimagines the supermarket as a dual-purpose space for commerce and media. This strategic shift will be closely watched by the entire industry.

Thought you’d like to know

When will the Morrisons digital screens be installed?

The installation is scheduled to begin in early 2026. It will be a phased rollout across the 300 selected stores. The full network should be operational later that year.

Which company is Morrisons partnering with for this project?

Morrisons has entered a seven-year partnership with Bauer Media Outdoor. Bauer will manage the advertising sales and screen operations. This brings specialist expertise to the supermarket’s retail media venture.

How will the digital screens affect the shopping experience?

Shoppers may see more prominent promotions and new product alerts. The goal is to provide relevant offers at the store entrance. The impact on the overall shopping trip will become clearer after the rollout.

Why are supermarkets investing in digital advertising networks?

Retail media offers a new source of revenue with high profit margins. It allows supermarkets to monetize their customer footfall directly. This helps offset tight margins on traditional grocery sales.

What type of technology will the screens use?

The network will use advanced digital display screens. These are capable of showing dynamic, video-led content. The technology allows for real-time ad updates and rotation.