Sampling in Morrisons supermarkets is now available for brands to book through Morrisons Media Group (MMG), offering a unique opportunity for companies to connect with customers and showcase their products. This initiative allows brands to conduct in-store food and drink sampling activities in various Morrisons locations across the UK for the upcoming autumn season in 2024.
The introduction of in-store sampling is part of MMG’s ongoing efforts to provide innovative ways for brands to engage with consumers. This initiative complements other digital enhancements made by Morrisons, such as digital screens, trolley media, and personalised loyalty offers. By offering in-store sampling opportunities, Morrisons aims to create a dynamic and interactive shopping experience for customers while also providing a platform for brands to promote their products.
In addition to in-store sampling, Morrisons has partnered with Epsilon to feature sponsored products on its e-commerce site. This collaboration allows brands to activate campaigns across sponsored search and sponsored browse, providing them with flexibility in their advertising spend. By leveraging both in-store and online platforms, brands can reach a wider audience and drive sales through targeted marketing strategies.
Jodie Locking, Morrisons‘ digital marketing head, expressed enthusiasm for the new in-store sampling initiative, stating that it will enhance customers‘ shopping experience. The partnership with Epsilon is also expected to position Morrisons.com as a key e-commerce destination for advertisers, further expanding the reach of brands and their products.
Established in September 2022, Morrisons Media Group serves as a comprehensive retail media solution, facilitating connections between brands, agencies, and Morrisons customers through various media platforms. The group’s collaboration with SMG underscores its commitment to providing innovative marketing solutions that drive sales and enhance the overall shopping experience for Morrisons customers.
Lee LeFeuvre, SMG’s chief commercial officer, highlighted the importance of new product development for FMCG brands and emphasized the role of in-store sampling in driving trial and repeat purchases. By offering customers the opportunity to sample new products, Morrisons aims to not only increase sales but also improve the overall shopping experience for its customers.
In July 2024, Morrisons announced a new partnership with the Institute for Agriculture and Horticulture, focusing on accelerating the UK farming industry’s journey towards net zero. This partnership underscores Morrisons‘ commitment to sustainability and supporting local farmers, further enhancing its reputation as a socially responsible retailer.
Overall, the introduction of in-store sampling in Morrisons supermarkets presents a valuable opportunity for brands to engage with customers, drive sales, and enhance their brand visibility. By leveraging both in-store and online platforms, brands can create a comprehensive marketing strategy that reaches a diverse audience and drives long-term success in the competitive retail landscape.