Morrisons, one of the United Kingdom’s largest supermarket chains, is undertaking a major digital transformation by installing a network of 300 new digital retail media screens across its supermarket entrances nationwide. The move, set to begin rolling out in the first quarter of 2026, marks the retailer’s first large scale foray into Digital Out of Home (DOOH) advertising and represents a significant strategic step to compete within the rapidly growing UK retail media ecosystem. This ambitious initiative is a crucial part of Morrisons' strategy to generate new revenue streams and to enhance its ability to connect customer shopping journeys from the street right into the store.
The digital screens, which use state of the art Waferlite technology, will be strategically positioned at store entrances. This location is designed to capture the attention of grocery shoppers at a "critical point in their purchase journey," just before they fill their baskets and finalize their shopping decisions. This highly influential moment offers brands an unmissable opportunity to deliver timely and targeted messaging. The new digital network will be sold jointly by Bauer Media Outdoor (BMO), which has been awarded the contract to install and operate the screens, and Morrisons Media Group (MMG), the retailer's dedicated full service retail media agency. The seven year partnership underscores the long term commitment to this new revenue stream.
Morrisons Head of Commercial, Steve Newbould, confirmed the screens will offer even more media opportunities for customers to connect with their favorite brands. The investment is driven by the fact that the digitization of the in store experience is rapidly becoming a necessity for UK grocers seeking to remain competitive. By establishing this new digital platform, Morrisons is positioning itself to leverage its massive, nationwide foot traffic, offering a more dynamic and flexible alternative to traditional static advertising formats. This strategy complements other digital initiatives launched by MMG, including personalized ads via social media using the retailer’s first party data, and the introduction of trolley media.
The rollout is a major component of Morrisons’ wider technological strategy, which is focused on modernizing its business and enhancing the customer experience. This digital push includes the simultaneous, nationwide installation of electronic shelf labels (ESLs) across all 497 stores, which aims to improve pricing accuracy and free up staff time to focus on customer needs. While the new digital screens promise more relevant and timely offers for shoppers, industry analysts point out that the key challenge for Morrisons will be balancing the added commercial presence at the store entrance with maintaining a positive and uncluttered shopping environment for its customers across the United Kingdom.
The future outlook for Morrisons’ digital transformation is one of aggressive competition in the UK grocery sector. The success of the new DOOH network will be measured not only by the advertising revenue it generates but also by its ability to influence shopper behavior without alienating customers who may feel overwhelmed by the increased commercialization. This move is a clear signal that Morrisons intends to fully embrace the future of retail media as a central pillar of its growth and competitiveness strategy.
