Morrisons reveals major new change at 1,700 stores - starts now

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Morrisons has announced a major upgrade that will impact 1,7000 of its convenience stores. In an announcement today, the leading supermarket confirmed it is expanding its retail…

Morrisons has announced a major upgrade that will impact 1,7000 of its convenience stores. In an announcement today, the leading supermarket confirmed it is expanding its retail media network, giving brands and suppliers a “more joined-up approach”. The expansion of the Morrisons Media Group network, which is operated by SMG, means suppliers have a “consistent point of contact” and “access to the group's strategic planning, client service and proposition-development expertise”.

Steve Newbould, head of commercial data & media, Morrisons Media Group, said the move was “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”, he added.

The UK convenience market is forecast to continue growth, with its value predicted to rise from £49.2bn in 2025 to £56.2bn by 2030, according to IGD.

Shopping habits are also changing, Lumina Intelligence reports a 5% year-on-year increase in convenience store visits, despite a 7% decline in the number of items purchased per trip.

Rosie Houston, Managing Director, UK Retail Media Networks, SMG, said: "As retail media continues to evolve, there's an increasing opportunity to connect brand activity across different shopping environments.

"Our partnership with Morrisons is focused on making those opportunities more accessible and actionable for suppliers, combining retail expertise, customer insights and strategic planning to help brands make the most of every customer interaction."

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