Morrisons has followed Boots, Sainsbury’s and Tesco in launching a media division to offer brands the chance to run marketing campaigns direct to its customers.
According to the supermarket chain, the Morrisons Media Group “will leverage creativity, data and technology and will help brands advertise to customers through Morrisons owned and external media platforms via one central function”.
The team will represent Morrisons customer, trading and marketing priorities, with the “market-leading expertise to create, creative campaigns that resonate with Morrisons customers and maximise ROI for brand partners”.
Morrisons Media Group insists it will develop targeted advertising campaigns, tailored to an individual brand’s goals and objectives, across the full customer journey.
It will also offer opportunities for brands to communicate with customers across Morrisons full network of stores – including main estate supermarkets, as well as the growing number of convenience stores and newer online shopping channels, such as Morrisons on Amazon and rapid delivery partners.
By combining MyMorrisons loyalty data and Morrisons ecommerce data, the supermarket claims that “brands will have greater opportunities to connect with bespoke audiences to deliver more personalised advertising and will be better able to track media investment back to sales”.
Morrisons chief customer and marketing officer Rachel Eyre said: “We want to work more closely with our suppliers on targeted, high-performing campaigns that will benefit both their businesses and our customers. The new dedicated internal agency team at Morrisons Media Group will do just that.”
In August, Tesco and its data division DunnHumby joined forces with JCDecaux to create what they claim will be the largest retail-based digital display advertising network in the UK, offering brands ad scheduling based on audience behaviours and sales.
Meanwhile, Sainsbury’s recently overhauled its digital advertising platform, giving brands and agencies a self-service model to launch online campaigns, providing what the retail giant calls “a one stop shop solution” for those “looking to win at targeted digital marketing”.
Boots launched its agency – Boots Media Group – in September 2021; it taps into the retailer’s loyalty club data to deliver personalised campaigns for brand owners.
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