For years, British supermarkets have fought fierce battles over price, own-label strength, fresh-food quality, and the digital race for convenience. But Morrisons has now opened a new front—one that reaches far beyond grocery shelves. In a bold strategic leap, the retailer is transforming the entrances of 300 stores into digital advertising hubs, signalling a future where supermarkets operate not just as food businesses, but as media platforms.
The installation of ultra-thin, next-generation digital screens marks Morrisons’ first major move into the world of digital out-of-home advertising. While the technology itself is sleek, the intent behind it carries greater significance. For decades, supermarkets monetised physical space only indirectly—through shelf positioning, supplier promotions, or seasonal displays. Now, shopper attention itself has become a commodity.
The logic is simple: every week, millions of people step through Morrisons’ doors. Each passer-by represents not just a potential shopper, but an audience member. The screens, placed strategically at store entrances, sit at the moment where consumer mindset shifts—from general browsing mode to shopping mode. It is a psychological crossroads, and Morrisons intends to claim that moment with precision-targeted advertising.
For brands, this presents a unique chance to speak to customers before purchase decisions are made. For Morrisons, it is a new revenue stream that operates completely independently from retail margins—an increasingly attractive prospect in a low-margin, high-cost sector.
But beyond revenue, the move positions Morrisons as an early player in a retail revolution: supermarkets reimagined as data-driven communication networks. Just as Amazon turned its platform into a multi-billion-pound advertising empire, physical retailers are beginning to realise the latent value of their footfall.
This shift raises wider questions. Will British supermarkets evolve into hybrid retail-media companies? Will screen-driven communication become as essential to store design as refrigeration units and fresh-produce aisles? If Morrisons’ strategy succeeds, we may see a future where the weekly shop doubles as a curated media experience—one capable of influencing everything from dinner choices to brand loyalty.
For the supermarket sector, this is more than a technological upgrade. It is a redefinition of purpose.