Morrisons extends retail media into 1,700 convenience stores
The UK grocer’s media arm will let brands plan campaigns across supermarkets and smaller shops as convenience sales head toward £56.2bn by 2030, according to IGD.
Morrisons Media Group (MMG) is extending its retail media proposition to Morrisons’ approximately 1,700 convenience stores, giving suppliers a single, joined-up way to plan campaigns across the retailer’s supermarket and convenience estates. The offering combines Morrisons’ first-party customer insights with the retail media capabilities of its partner SMG.
The move comes as smaller-format shopping gains weight in UK grocery. IGD forecasts the channel’s sales will grow from £49.2bn in 2025 to £56.2bn by 2030, while Lumina Intelligence reports a 5% year-on-year rise in convenience shopping visits, alongside a 7% fall in the number of items bought per trip.
“Expanding our proposition into convenience is an important step in how we support our supplier partners,” said Steve Newbould, Head of Commercial Data & Media at MMG. “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.”
Suppliers will have one point of contact and access to MMG’s strategic planning, client service and proposition development teams. Campaigns will be shaped by insights from MoreViu, Morrisons’ first-party data ecosystem, around customer missions and commercial objectives.
“For suppliers, the opportunity is to plan more effectively across the Morrisons estate without taking a one-size-fits-all approach,” said Katie Jackson of MMG. “We’re bringing the same strategic support and expertise to convenience, helping brands identify relevant opportunities and develop campaigns that reflect the needs of customers in each shopping environment.”
