Discover New Tastes at Morrisons: Sampling and Sponsored Content Lead the Way
Morrisons is stepping up its efforts to connect brands with customers in innovative ways, announcing the launch of in-store food and drink sampling across its UK stores. This move, managed by Morrisons Media Group (MMG), allows brands to book in-aisle sampling activities starting this autumn. The initiative aims to help customers discover new and exciting products, enhancing their shopping experience and driving sales for brands.
In-Store Sampling: A Fresh Approach
The in-store sampling initiative is designed to introduce customers to new products in a direct and engaging manner. Brands can collaborate with MMG to select optimal stores from the hundreds within the Morrisons estate, ensuring their products reach the right audience. This hands-on approach is expected to generate buzz and immediate feedback from consumers, encouraging trial and repeat purchases.
Jodie Locking, Head of Digital Marketing at Morrisons, expressed enthusiasm about the new initiative: “Since launching Morrisons Media Group, we have continued to find ways to bring brands closer to our customers. Our new in-store sampling will improve customers’ shopping experience while the partnership with Epsilon will help position Morrisons.com as a key eCommerce destination for advertisers.”
Partnering with Epsilon for Sponsored Content
In addition to the in-store sampling, Morrisons has partnered with marketing firm Epsilon to introduce sponsored products across its e-commerce site. This partnership allows brands to quickly activate campaigns via sponsored search and sponsored browse, providing flexibility in spending and targeting.
Elliott Clayton, Managing Director, UK at Epsilon, highlighted the benefits of this partnership: “By enhancing the experience for shoppers, Morrisons creates valuable opportunities for brands to build strong relationships at the point of purchase. This is a fantastic example of the growing ‘brand performance’ strategy that seamlessly merges brand-building and performance marketing.”
Expanding Media Opportunities
This latest move by Morrisons builds on previous initiatives aimed at enhancing brand interaction with customers. Earlier this year, Morrisons introduced digital screens at their Market Street food counters and launched personalised ads on social media platforms like Facebook and Instagram. These efforts are part of a broader strategy by Morrisons Media Group, which was established in September 2022 as a comprehensive retail media service.
Lee LeFeuvre, Chief Commercial Officer at SMG, praised the new sampling opportunities: “We’re delighted to be introducing sampling opportunities for brands at Morrisons. Successfully launching new product developments (NPD) remains a core focus for many FMCG brands, with trial and repeat purchases being key to long-term success. We know Morrisons shoppers are very open to ‘new’ products, and this channel is designed not just to drive sales but to improve the experience for Morrisons shoppers whilst they’re in store.”
Customer Insights and Personalisation
The ‘My Points Boosters’ trial, which offers hyper-personalised offers to More Card loyalty members, has also been expanded to include all More Card customers using the app or website. This trial underscores Morrisons’ commitment to leveraging customer data to enhance shopping experiences and build stronger brand relationships.
The combined efforts of in-store sampling and e-commerce sponsored content provide a multi-faceted approach to brand engagement, allowing Morrisons to cater to both in-store and online shoppers. This integrated strategy is expected to attract a diverse range of customers and provide brands with robust platforms to showcase their products.
Conclusion: A New Era of Retail Engagement
Morrisons’ innovative approach to retail engagement through in-store sampling and digital partnerships signals a new era in how brands interact with consumers. By providing tangible tasting experiences and leveraging advanced digital marketing strategies, Morrisons is set to enhance customer satisfaction and drive significant sales growth for partnered brands.
As Jodie Locking aptly summarised, “Our aim is to continuously find new and exciting ways to bring brands closer to our customers, making their shopping experience not only enjoyable but also memorable.”
With these initiatives, Morrisons is well-positioned to become a key player in the evolving landscape of retail media, offering brands unique opportunities to reach and engage with their target audiences.
