Morrisons Media Group (MMG) is expanding its retail media proposition to include Morrisons' approximately 1,700 convenience stores, with the aim of giving brands and suppliers a more joined up approach to planning campaigns across the grocery retailer's supermarket and convenience estates.

Steve Newbould, Head of Commercial Data & Media, Morrisons Media Group, says: "Expanding our proposition into convenience is an important step in how we support our supplier partners. 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. This is about building on the strength of our existing retail media proposition while recognising the growing importance of convenience."

The expanded proposition combines Morrisons' first-party customer insights with SMG's retail media capabilities. Suppliers will benefit from MMG's existing support, including insights informed by Morrisons' first-party data ecosystem, MoreViu, to help shape campaign planning around relevant customer missions and commercial objectives.

Katie Jackson, Morrisons Media Group, says: "For suppliers, the opportunity is to plan more effectively across the Morrisons estate without taking a one-size-fits-all approach. 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."

Rosie Houston, Managing Director, UK Retail Media Networks, SMG, says: "As retail media continues to evolve, there's an increasing opportunity to connect brand activity across different shopping environments. Our partnership with Morrisons is focused on making those opportunities moreaccessible and actionable for suppliers, combining retail expertise, customer insights and strategic planning to help brands make the most of every customer interaction."

2026 RTIH Innovation Awards

Morrisons was named Overall Winner at the 2026 RTIH Innovation Awards Ceremony, which took place in Central London last week. And it also emerged victorious in the RTIH Editor's Choice category for its partnership with Gatekeeper Systems.

In a LinkedIn post, the retailer said: "We’re delighted to have been named Overall Winner, selected by the judging panel as the standout entry from across all of the event's 23 categories. Great recognition for some of the brilliant and innovative cross functional projects that have been delivered over the last few months!"

It added: "We were also recognised in the Editor’s Choice Award, alongside Gatekeeper Systems for our Cart Control programme across five Morrisons stores. The programme has delivered some fantastic results: An estimated 82.1 tonnes of CO₂e saved each year; 1,170 fewer replacement trolleys needed; 7,696 fewer trolleys ending up in local communities and waterways. Congratulations to everyone involved in making this possible!"

Scott Thompson, Editor and Founder at RTIH, said: "Congratulations to Morrisons. We received a record number of entries this year, showcasing truly impressive innovation across both traditional and digital retail spaces."

"To quote a member of our judging panel: Reviewing such inventive, high impact solutions has been a truly rewarding experience. The depth of engineering, scalable architecture, and strategic vision displayed throughout the submissions underscores the rapid transformation happening across modern retail technology."

"A number of companies were in the running for Overall Winner but ultimately the judges picked Morrisons for launching several innovative initiatives encompassing major technological upgrades to enhance its customers’ shopping experience."