Morrisons’ retail media arm, Morrisons Media Group (MMG), is rolling out food and drink sampling across UK stores this autumn, driving awareness for new lines.
The opportunity will allow brands to offer in-aisle sampling for customers at selected stores, broadening awareness of their products and driving sales.
Working in partnership with marketing firm Epsilon, the grocer will also roll out a selection of sponsored products across its e-commerce site, allowing advertisers to activate campaigns via sponsored search and sponsored browse.
“Since launching Morrisons Media Group we have continued to find ways to bring brands closer to our customers,” said the supermarket’s head of digital marketing, Jodie Locking.
Subscribe to Marketing Beat for free
Sign up here to get the latest agency-related news sent straight to your inbox each morning
“Our new in store sampling will improve customers’ shopping experience while the partnership with Epsilon will help position Morrisons.com as a key eCommerce destination for advertisers.”
This latest development builds on the grocer’s decision to place retail media screens on its ‘Market Street’ counters and run personalised ads on Facebook and Instagram earlier this year.
Epsilon managing director UK, Elliott Clayton added: “By enhancing the experience for shoppers, Morrisons creates valuable opportunities for brands to build strong relationships at the point of purchase.
“This is a fantastic example of the growing ‘brand performance’ strategy that seamlessly merges brand-building and performance marketing. We look forward to supporting Morrisons as they continue to expand their unique, omni-channel media proposition.”
