Morrisons Media Group (MMG) has announced it’s expanding its retail media proposition to include Morrisons’ approximately 1,700 convenience stores, giving brands and suppliers “a more joined-up approach to planning campaigns across the retailer’s supermarket and convenience estates,” it said.
The launch comes as the UK convenience market grows, with shopper behaviour evolving too, with Lumina Intelligence reporting a 5% year-on-year increase in convenience shopping visits, alongside a 7% decline in items purchased per trip.
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These changing habits highlight the importance of tailoring campaigns to distinct shopping missions, rather than taking a one-size-fits-all approach across retail environments, Morrisons said.
Convenience media
The expansion brings convenience media into MMG’s wider proposition, providing suppliers with a “consistent point of contact and access to the group’s strategic planning, client service and proposition-development expertise,” it said.
With convenience shopping driven by different customer needs, locations and purchasing occasions, MMG said it will take a tailored approach to the channel, helping suppliers develop campaigns that reflect the distinct shopping behaviours of convenience customers while connecting activity to their broader retail media strategies.
Steve Newbould, head of commercial data and media at MMG, said: “Expanding MMG’s proposition into convenience is an important step in how we support our supplier partners.
“This is about building on the strength of our existing retail media proposition while recognising the growing importance of convenience.”
“Our customers shop across different formats for different reasons, and bringing these opportunities together allows us to offer brands a more comprehensive way to engage with them. This is about building on the strength of our existing retail media proposition while recognising the growing importance of convenience.”
Supplier benefits
Suppliers will benefit from MMG’s existing strategic support, including insights informed by Morrisons’ first-party data ecosystem, MoreViu, to help shape campaign planning around relevant customer missions and commercial objectives.
Katie Jackson of MMG added: “For suppliers, the opportunity is to plan more effectively across the Morrisons estate without taking a one-size-fits-all approach.
“We’re bringing the same strategic support and expertise to convenience, helping brands identify relevant opportunities and develop campaigns that reflect the needs of customers in each shopping environment.”
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