When Morrisons unveiled plans to install 300 digital screens at the entrances of its 500 UK supermarkets, it wasn’t just upgrading its in-store tech—it was rewriting the rules of grocery retail. Starting in Q1 2026, the supermarket giant, which serves 11 million weekly shoppers, will roll out Bauer Media Outdoor’s Waferlite screens, powered by Amscreen, a subsidiary acquired just months earlier in September 2025. The move marks Morrisons’ boldest step yet into the high-margin world of retail media, turning its physical stores into a nationwide advertising platform.
Why Store Entrances Matter More Than You Think
It’s not random placement. These screens won’t hang above the dairy aisle or blink near the checkout. They’ll be mounted right where shoppers pause—just after walking through the front doors. That’s the moment, according to internal Morrisons data, when decisions begin to crystallize. Are you reaching for the branded cereal or the store label? Will you grab that chocolate bar on impulse? That’s the window Bauer Media Outdoor and Morrisons Media Group aim to dominate.
"It’s the moment of decision making," said Steve Newbould, Head of Commercial at Morrisons. "Shoppers aren’t just browsing. They’re primed. And that’s when a well-timed message sticks." The screens will run dynamic, programmatic ads—adjusting in real time based on time of day, weather, or even foot traffic patterns. A sunny Tuesday morning might show ice cream promotions; a rainy Thursday evening could push soup and hot drinks.
A Strategic Shift Away from Low-Margin Groceries
For years, Morrisons operated on razor-thin grocery margins—often less than 3%. Advertising, by contrast, can carry margins above 50%. This isn’t a side hustle. It’s a pivot. The supermarket has quietly been building its retail media arm for years, but this partnership with Bauer Media Outdoor turns it into a serious player. The seven-year deal, worth an estimated £200 million in potential ad revenue over its lifespan, gives Morrisons a direct line to brands hungry for grocery-specific targeting.
"We’re not just selling shelf space anymore," added Richard Bon, Managing Director at Bauer Media Outdoor. "We’re selling attention. Precise, measurable, in-the-moment attention." The network will be sold jointly by Morrisons Media Group and BMO, offering brands everything from fixed-term campaigns to AI-driven real-time bidding—something previously reserved for digital giants like Amazon and Google.
The Bigger Picture: Retail Media Goes Mainstream
This isn’t an isolated move. Across the UK, supermarkets are waking up to the power of their own customer data. John Lewis rolled out its own premium retail media offering at its Bluewater store last week. Iceland partnered with GIG Retail earlier this year. Even Tesco and Sainsbury’s have been quietly expanding their ad networks.
But Morrisons’ scale is different. With 500 stores, 11 million weekly visits, and now a direct link to the critical moment of entry, it’s positioned to become the UK’s largest DOOH retail network—surpassing even Bauer Media Outdoor’s existing footprint. The screens won’t just show ads. They’ll collect anonymized footfall data, dwell times, and even heat maps of where shoppers look first. All of it, of course, sold back to advertisers.
Digital Transformation Beyond Ads
The DOOH rollout is just one piece of a much larger puzzle. In November 2025, Morrisons also announced a major expansion of its decade-long partnership with Tata Consultancy Services—this time focused on overhauling its loyalty program with AI-driven personalization. Imagine this: you walk in, the screen greets you by name (if you’re opted in), and shows you a personalized offer for your usual oat milk brand… right before you even reach the fridge.
"It’s not just about selling ads," explained one senior executive familiar with the strategy. "It’s about turning every shopper interaction into a data point—and every data point into a revenue stream. The grocery aisle is becoming the new digital ad feed. And Morrisons is building the platform."
What’s Next?
By mid-2027, Morrisons plans to expand the network to include digital shelf-edge displays and interactive kiosks. The long-term vision? A seamless, ad-supported ecosystem where loyalty points, personalized promotions, and real-time discounts all converge at the point of entry. Competitors are already scrambling to catch up. Meanwhile, advertisers are lining up. Early test campaigns in pilot stores saw a 42% higher click-through rate than traditional in-store posters.
One thing’s clear: the future of grocery shopping won’t just be about what’s on the shelves. It’ll be about what’s flashing on the screen as you walk in.
Frequently Asked Questions
How will this affect shoppers’ privacy?
Morrisons insists the screens collect only anonymized, aggregated data—like foot traffic counts and average dwell times—not individual identities. Shoppers aren’t tracked by name or loyalty card unless they opt in to the enhanced loyalty program. Still, consumer watchdogs are watching closely, especially as retail media becomes more targeted. The Information Commissioner’s Office has requested details on data handling before full rollout.
Who will be advertising on these screens?
Major FMCG brands like Unilever, Nestlé, and Coca-Cola are already in talks, alongside regional suppliers and local charities. The platform will prioritize brands that align with Morrisons’ customer base—mid-market, value-conscious households. Premium or luxury ads will be rare. The goal is relevance, not spectacle. Programmatic buying means ads can change daily based on sales data, weather, or even local events.
Why now? What changed?
Two things: consumer behavior and competition. With online grocery sales plateauing, physical stores need new revenue. Meanwhile, rivals like John Lewis and Iceland are proving retail media works. Morrisons also gained access to Amscreen’s tech after its September 2025 acquisition—giving them proprietary hardware and software at a lower cost. The timing is perfect: shoppers are returning to stores, and brands are desperate for measurable offline reach.
Will this replace traditional in-store promotions?
Not entirely. Paper flyers and shelf talkers will still exist, especially for older demographics. But digital screens will gradually take over high-impact zones like entrances and endcaps. Early results show digital ads drive 3x more engagement than static displays. Over the next three years, Morrisons expects to phase out 70% of its printed signage in favor of dynamic digital content.
How does this compare to Amazon’s retail media network?
Amazon dominates online, but Morrisons controls the physical moment—when shoppers are actually holding products. Amazon knows what you searched; Morrisons knows what you picked up. The two aren’t direct competitors. Instead, brands are using both: online ads drive awareness, in-store screens drive immediate purchase. For grocery, the in-person touch still matters—and Morrisons is betting big on that.
What’s the long-term impact on grocery margins?
If successful, retail media could add £150–£200 million annually to Morrisons’ bottom line—roughly 8–10% of its current pre-tax profit. That’s a game-changer. It means the company can invest more in store upgrades, lower prices, or staff wages without squeezing supplier margins. The grocery business may still be low-margin, but the media side? That’s where the real profit is growing.