Morrisons has announced the launch of a new advertising service for suppliers, which it said would revolutionise the marketing opportunities for brands in store and online.
Morrisons Media Group, which will act as a full-service internal advertising agency team, was unveiled at the retailer’s annual suppliers’ conference in Bradford today.
Developed with marketing specialist SMG, it is set to include new advertising opportunities in main estate supermarkets, as well as convenience stores and newer online shopping channels, such as Morrisons on Amazon, and rapid delivery partners.
Morrisons said the service would provide more targeted marketing opportunities on a store-by-store basis and the introduction of more digital channels.
“We want to work more closely with our suppliers on targeted, high-performing campaigns that will benefit both their businesses and our customers,” said Morrisons chief customer and marketing officer Rachel Eyre. “The new dedicated internal agency team at Morrisons Media Group will do just that.”
SMG CEO Sam Knights said: “We’re delighted to partner with Morrisons. With its scale and diversity across UK grocery, convenience and ecommerce, as well as their market-leading data availability, Morrisons represents a brilliant opportunity for suppliers to amplify their brand presence in a targeted, connected way, across the full path to purchase.”
The move is another step in a growing role played by in-store advertising.
In November, Tesco launched Tesco Media & Insight, powered by Dunnhumby, with Tesco CEO Ken Murphy saying earlier this year that advertising could be a “significant contributor over time” to its revenue.
Boots partnered with commerce marketing firm Threefold on its Boots Media Group service late last year, and earlier this month The Grocer reported many more supermarkets were set to be transformed to offer more advertising opportunities.
Last month Tesco, Dunnhumby, and advertising giant JCDecaux announced the creation of the UK’s biggest retail-based digital display advertising network.
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