Morrisons jumps on retail media train

Morrisons jumps on retail media train
In brief

Morrisons is the latest supermarket in the UK to launch a retail media proposition for partner brands.

The supermarket announced at a conference today it would launch a retail media network and create an internal agency team called Morrisons Media Group which would work with advertisers on campaigns based on insight from its MyMorrisons loyalty scheme and ecommerce data.

It will reveal the full range of its media options in due course, but according to reports in The Drum it is set to expand its digital inventory across all of its 497 stores and 300 petrol stations in the UK and increase inventory on newer online shopping channels including Amazon and Deliveroo, which also launched a retail media network this year.

Morrisons-owned media channels along with inventory with external media partners will reportedly be managed through one central function.

It is the fourth major UK supermarket to create a retail media network over the last few years, following in the footsteps of Asda, Tesco, and Sainsbury’s, as well as retailer Boots.

In recent years, major US retailers like Walmart, Target and Kroger have developed similar omnichannel advertising platforms connecting brands to millions of customers and insights.

GroupM predicted global retail media spend would hit $100bn mark and retail media demand and inflation have been rising across the board.

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