Morrisons has announced the launch of the Morrisons Media Group, a full-service internal advertising agency team that aims to enable supplier brands to deliver better-performing marketing campaigns across its supermarket, convenience and online channels.
The new service for suppliers who stock their products in Morrisons stores was revealed at the company’s annual Supplier Conference today in Bradford. Morrisons stated that the retail media service will leverage creativity, data and technology to help brands advertise to customers through its owned and external media platforms via one central function. “The team will represent Morrisons Customer, Trading and Marketing priorities, with the market-leading expertise to create insight-led, creative campaigns that resonate with Morrisons customers and maximise ROI for brand partners,” the retailer said.
Morrisons Media Group is expected to help brands develop targeted advertising campaigns tailored to individual goals and objectives across the full customer journey. The retailer stated that it would offer opportunities for brands to communicate with customers across its network of stores and newer online shopping channels such as Morrisons on Amazon and its rapid delivery partners.
The new retail media service is claimed to build on what had been previously available to brands. Plans include more targeted marketing opportunities on a store-by-store basis and the introduction of more digital channels. “By combining MyMorrisons loyalty data and Morrisons e-commerce data, brands will have greater opportunities to connect with bespoke audiences to deliver more personalised advertising and will be better able to track media investment back to sales,” the company said.
Morrisons Media Group will also leverage its Market Street offer through product partnerships, seasonal events and sampling activations.
Rachel Eyre, Morrisons Chief Customer and Marketing Officer, said: “We want to work more closely with our suppliers on targeted, high-performing campaigns that will benefit both their businesses and our customers. The new dedicated internal agency team at Morrisons Media Group will do just that.”
To deliver the service, Morrisons has partnered with commerce marketing specialist, SMG.
Sam Knights, Chief Executive Officer at SMG, commented: “We’re delighted to partner with Morrisons. With its scale and diversity across UK grocery, convenience and e-commerce, 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.”
Tesco launched its Media & Insight Platform, powered by dunnhumby, at the end of last year.
NAM Implications:
- The future of supplier media budgets.
- i.e. traditional press & TV beware…
- The difference between blunt, wasteful broadcasts…
- …and high precision delivery of messages at the point of purchase.
