Suppliers to benefit from more connectivity with channel
SUPERMARKET chain Morrisons has expanded on its retail media proposition Morrison Media Group (MMG) to include its Morrisons Daily convenience stores.
Approximately 1,700 of the chain’s convenience stores will be included in the proposition giving brands and supplier a more connected approach to planning campaigns across the channel.
The launch comes as the UK convenience market is forecast to grow from £49.2billion, as of 2025, to £56.2billion by 2030, according to IGD data.
This new expansion will bring the Morrisons Daily estate into MMG’s wider proposition and provide suppliers with a consistent point of contact and access to the group’s strategic planning, client services and development expertise.
In addition to this, Morrisons has said that MMG will take a tailored approach to the convenience channel and help suppliers to develop campaigns to reflect the distinct shopping behaviours that come with the channel.
Steve Newbound, head of commercial data and media at MMG, said: “Expanding Morrisons Media Group’s proposition into Convenience is an important step in how we support our supplier partners.
“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.”
Katie Jackson at 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.”
