Morrisons
Morrisons is a uK supermarket retailer with grocery e-commerce, loyalty, and retail media.
Analyst Perspective
Morrisons is a UK supermarket retailer operating physical stores alongside an online grocery platform, loyalty programme, content properties, and an in-house retail media operation. Its core business is selling groceries and related food products to consumers through stores and digital commerce, while its adjacent media business sells advertising access to brands and agencies seeking to reach UK grocery shoppers. The company monetises primarily through retail margin on grocery transactions, supplemented by advertising and supplier-funded promotional income. Its customer base is split between retail shoppers using Morrisons stores and digital services, and B2B advertisers using Morrisons Media Group and Morrisons Live to run targeted, measurable campaigns based on shopper data and in-store or digital inventory.
Analyst Signal Briefing
Updated: 2 Jul 2026Morrisons continues to prioritise price competitiveness through high-volume value propositions, such as its "Grill & Save" seasonal range. This focus on traditional shopper-marketing activations aligns with broader growth in the UK retail media market, which reached £3.7 billion in 2025 as grocers expand their digital inventory. Additionally, the company is concluding administrative requirements following its acquisition by CD&R, with recent filings confirming final shareholder entitlements of 287 pence per share as the retailer navigates its post-acquisition capital structure.
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Key insights about Morrisons
Category Differentiation
Morrisons is a UK grocery retailer and retail media owner, not a standalone adtech vendor or pure software platform. It should be distinguished from its advertising division, Morrisons Media Group, which is only one business unit within the wider retailer.
Morrisons: About
Morrisons operates a hybrid retail and media model. The foundation is a large-scale grocery retail operation that converts consumer demand into product sales through stores, online ordering, delivery, and click-and-collect. Around that, it has built loyalty, content, and retail media capabilities that increase customer retention, improve basket economics, and monetise supplier and advertiser demand. This creates value through both direct consumer sales and higher-margin monetisation of shopper attention and first-party data.
How Morrisons Works & Monetises
Business model analysis and core revenue streams
Morrisons earns most revenue from retail product sales, both in-store and via its online grocery platform, using a retail margin model. It also generates advertising and supplier marketing revenue through Morrisons Media Group and Morrisons Live, where brands pay for campaign inventory, shopper targeting, promotional placements, and measurement services. Loyalty and e-commerce data support personalised offers and make the media proposition more valuable to brand advertisers.
Revenue Channels
Side-by-Side Comparisons
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Products & Services in Categories
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Technology
Morrisons: Key Competitors & Alternatives
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UK supermarket retailer with ecommerce, loyalty and retail media assets.
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UK retailer combining grocery commerce, loyalty data, and retail media.
Recent Signals (Morrisons)
C-Flight and Origin Could Unite Video Reach
In a Buy-Side View interview, Samantha Doughty, AV Investment Director at Zenith, argues that reach and frequency remain the primary metrics for video and CTV advertising, while measurement across the fragmented video ecosystem still lacks consistency. She urges the industry to treat AV/video as a connected media solution rather than separate silos (BVOD, SVOD, FAST, linear). Doughty highlights projects such as C-Flight and Origin as efforts to connect reach measurement across video environments, calling that integration a “massive step forward.” She cites Publicis’s PMX Lift as a key ad tech solution that unifies supplier access and overlays identity data to manage reach and frequency. The piece also encourages clearer industry language and stronger broadcaster marketing.
Read original sourceMorrisons launches Fish & Chip Afternoon Tea - the ultimate chippy feast ahead of National Fish & Chip Day
Morrisons has introduced a new Fish & Chip Afternoon Tea to celebrate National Fish & Chip Day.
Read original sourceMorrisons launches Fish & Chip Afternoon Tea - the ultimate chippy feast ahead of National Fish & Chip Day
Morrisons has launched a new Fish & Chip Afternoon Tea, celebrating the classic British dish ahead of National Fish & Chip Day.
Read original sourceMorrisons: Frequently Asked Questions
What is Morrisons?
Morrisons is a UK supermarket retailer that sells groceries through stores and online, and also operates loyalty, content, and retail media products.
Who uses Morrisons?
Consumers use Morrisons for grocery shopping, rewards, and food content, while brands and agencies use its retail media offerings to reach UK shoppers.
How does Morrisons make money?
It primarily makes money from grocery sales and additionally from advertising, promotional placements, and supplier-funded media services.
Company Facts
- Founded
- 1899
- Headquarters
- United Kingdom
- Core Segment
- Retailer & Marketplace
- Company Size
- >5,000
- Official Link
- morrisons.com