Morrisons

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.

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.