Morrisons Media Group (MMG) is launching a range of new media opportunities to further connect the supermarket’s customers with brands.
The first change will see Morrisons introducing digital screens at its Market Street food counters, providing brands with the opportunity to promote products that complement the counter range, as well as an additional moment to interact with customers in a part of the store where their products are not stocked.
The screens, which are currently showcasing the first campaigns, are present on the grocer’s butcher, fishmonger, deli, pizza and oven fresh counters in over 300 stores.
The supermarket is offering further opportunities for brands to engage with its loyalest customers, and is trialling a new ‘My Points Boosters’ feature in the More Card app.
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In a first in the UK grocery market, the new feature will use AI to offer customers hyper-personalised challenges based on their shopping patterns.
Users can select up to 10 leading brands from a personalised list, and will be rewarded if they reach certain spend milestones within a set time frame.
The amount of More Points a customer unlocks will increase as they hit bigger milestones, with users able to track their progress via the app and unlock additional More Points to convert into Morrisons Fivers.
Other new media channels launching in Morrisons include trolley media, which is available in over 300 stores, and personalised ads on Facebook and Instagram.
Morrisons trolley media
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.”
Morrisons Media Group partner SMG’s chief commercial officer Lee LeFeuvre added that the new initiatives will help Morrisons “to stay competitive and offer brands even more ways to connect with customers”.
“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.”
