Morrisons Media Group is launching a raft of new media tools as it ramps up its advertising opportunities for brands with greater personalisation and instore TV screens.
The first screens are being introduced at Morrisons Market Street food counters, allowing advertisers 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 Morrisons stores and the first campaigns are now live.
Morrisons is 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. The supermarket claims this is 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 ten 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 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.
Morrisons chief customer and marketing officer Rachel Eyre said: “We’re excited to be launching even more media opportunities with MMG to further connect our customers with their favourite brands.
“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.”
Morrisons Media Group is operated in partnership with SMG and Lee LeFeuvre; chief commercial officer at SMG, said: “The new initiatives that we are launching in the digital media space will help Morrisons to stay competitive and offer brands even more ways to connect with customers.
“We know that digitisation of the in-store experience will be big this year, and we’re delighted that Morrisons will be embracing this as part of its Market Street offering.
“Our knowledge of Morrisons customers shows that value is a key factor in their purchases. The More Card loyalty app trial will deliver this in a fun and innovative way that has not been seen in the UK grocery sector before.”
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