Morrisons’ retail media business is launching a new food and drink sampling programme in its stores to help suppliers showcase their latest products to shoppers.
Brands are now being offered the chance to book in-aisle sampling activity for the autumn, working with the Morrisons Media Group (MMG), the unit set up with marketing giant SMG in 2022. The retailer noted that its team will support brands in selecting the right supermarkets for sampling activity from the hundreds available across its estate.
The move follows MMG’s recent introduction of digital screens at Morrisons Market Street food counters, trolley media, and the ‘My Points Boosters’ trial, which offers hyper-personalised offers for members of its More loyalty scheme.
Morrisons has also partnered with Epsilon to roll out sponsored products across its e-commerce site. Managed by MMG, the initial rollout enables brands to activate campaigns quickly across sponsored search and sponsored browse with flexibility on their spend.
“Since launching Morrisons Media Group, we have continued to find ways to bring brands closer to our customers,” said Jodie Locking, Head of Digital Marketing at Morrisons,
“Our new in-store sampling will improve customers’ shopping experience while the partnership with Epsilon will help position Morrisons.com as a key e-commerce destination for advertisers.”
Lee LeFeuvre, Chief Commercial Officer at SMG, added: “We’re delighted to be introducing sampling opportunities for brands at Morrisons. Successfully launching NPD remains a core focus for the majority of FMCG brands, with trial and repeat being the key to long term results. We know Morrisons shoppers are very open to ‘new’, and this channel is designed not just to drive sales but to improve the experience for Morrisons shoppers whilst they’re in store.”
NAM Implications:
- Morrisons are patently taking Retail Media seriously…
- …very seriously.
- Are you keeping pace…
- …if only to benchmark vs other RMNs?
