Morrisons Media Group (MMG) is launching a number of new media channels to help brands connect with the supermarket’s customers, including digital screens and loyalty rewards.
The first in-store change to be implemented will be the arrival of digital screens at Morrisons Market Street food counters, which will be on display at Morrisons fishmonger, deli, pizza and oven fresh counters in over 300 stores.
The digital screens will allow brands to promote products that complement the fresh counter produce, while also offering additional opportunities to reach customers in different areas around the store.
Morrisons is also rewarding its More Card users with ‘My Points Boosters’, a new feature being trialled with the More Card app which offers customers hyper-personalised challenges based on their shopping patterns.
The ‘My Points Boosters’ include that users are given the opportunity to select ten personalised brands from a list, then rewarded if they reach certain spending milestones.
Other new media channels include trolley media, which is now available in over 300 stores, as well as personalised ads on Facebooks and Instagram, using the retailers growing first party data.
MMG is working with experience management software firm SMG to enact the changes.
Subscribe to Marketing Beat for FREE
Sign up here to get the latest Christmas ads and more sent straight to your inbox each morning
“We’re excited to be launching even more media opportunities with MMG to further connect our customers with their favourite brands,” said Morrisons chief customer and marketing officer Rachel Eyre.
She added: “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.”
SMG chief commercial officer Lee LeFeuvre added that the new initative 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,” he continued.
