Retail Media ToolkitSummer 2018
contents 01. retailer estate 02. the shopper journey 03. shopper media at home online out and about front of storearound the store and at fixture 04. Capture’s capabilities
Regular 276 Standard sized supermarkets Format with smaller range of goods stores stores than fresh format stores. Fresh 222 Larger superstores with wider Format range of groceries and Market stores stores Street (fresh food, including butchers, bakers, fishmongers, cheesemongers & greengrocers).498 stores
shopper journeyat home online front of store around the store at the fixtureDoor drop Morrisons car park Swing In store Value and .com banners gates radio New/fixture A-frame POS mySupermarket posters Pallet In-store 6 sheet shrouds sampling Barkers Bzz Agent posters Toby Bumble Trolley bay board bee wrap Mobile apps posters & canopy Security Programmatic antennae advertising out & about point of purchaseNational Street talkoutdooradvertisingNational Digitalpress 6 sheetsSMS marketing 6 sheets
at home
branded Drives awareness, trial and footfall to storedoor dropDetails & insightOpportunity to communicate to shoppers at home bydelivering leaflets or samples to their door.Variety of sampling options available. Brands can attacha sample to a leaflet and distribute it through the letterbox. Brand can also distribute full sized products by opt-insampling whereby the target audience is given a leafletwith a tick sheet and will request the sample the next day.CreativeFully branded leaflet with or without a sample.ReachDependent on budget. Highly targeted by segmentsincluding geolocated, demographic, psychographic profiling.Can also overlay targeting in drive time proximity to store.6 weeks 4 weeksbooking lead time artwork lead time
online
Morrisons.com Drives sales onlineDetails & insightAverage basket size is £80, compared to £20 in store.Highlight key price promotions, NPD or competitionsonline to an engaged audience via online banners,branded zones and branded e-mails.CreativeFully branded or templated online banners and shoppere-mails available.Reach200,000 online customers.700k shoppers opt in to Morrisons’ e-mail program.Distribute to 60% of the UK with 80,000 orders per week.1-3 weeks 6 weeks 4 weeksmedia live period booking lead time artwork lead time
toonulicnhepoints High traffic High traffic opportunities will be seen by the highest number of potential customers, usually used for promotions or to alter purchasing decisions. Homepage Search Favourites Offers Category Category opportunities sit within a product’s category and are an effective way to reach shoppers with a clear purchase intention. Featured products Promo Boxes Categories, departments, aisles and shelves Brand Brand opportunities allow you to showcase a brand to a greater extent than when using normal ad solutions. Usually used for NPD or events. Competitions Email Sampling Event Sponsorship Branded page Online Shops
high traffic
cloagrgoeudseolut Drives traffic Product pageDetailsThe homepage top carousel banner is theprimary placing on Morrisons grocery site,visible to anyone who is not logged in.Usually used for highlighting majorpromotions or NPD.CreativeTemplated value banner.Banner can be upgraded to expandable foran additional cost.1 week 6 weeks 4 weekslive period booking lead time artwork lead time
bhoanmneeprage Drives traffic Product pageDetailsThe homepage top banner is the primaryplacing on Morrisons grocery site, visibleto anyone who has logged in.Usually used for highlighting majorpromotions or NPD.CreativeTemplated value banner.Banner can be upgraded to expandablefor an additional cost.1 week 6 weeks 4 weekslive period booking lead time artwork lead time
hfpeoraomtdueurpecadtsge Drives traffic Product detail pageDetailsThe homepage featured products placementallows a brand to be present on the Morrisonsgrocery homepage.Usually used for highlighting major promotions.CreativePack shot.1 week 6 weeks 4 weekslive period booking lead time artwork lead time
bhFaoavnmoneueprriategse Drives traffic Product pageDetailsBanner on Favourites homepage.Allows a brand to be placed in a sectionof the website where a lot of purchasingdecisions are made.CreativeOpportunity for branding. Banner can beupgraded to expandable for an additional cost.1-3 weeks 6 weeks 4 weekslive period booking lead time artwork lead time
sbeaanrncehr term Drives traffic Product listDetailsAllows a brand to have primary placing when ashopper searches for a certain term.Top 50 search terms (over the previous 6 months)are priced higher than other search terms.CreativeBranding opportunities available within set format.Banner can be upgraded to expandable for anadditional cost.1-3 weeks 6 weekslive period booking lead time
spfeeraoatdrucurhecdtterm Drives traffic Product detail pageDetailsAllows a brand to have a placement when ashopper searches for a certain term.Top 50 search terms (over the previous 6 months)are priced higher than other search terms.CreativePack shot.1-3 weeks 10 weeks 8 weekslive period booking lead time artwork lead time
NbaEnWneprage Drives traffic Product detail pageDetailsAllows a brand to have standout witha placement where shoppers arediscovering new products.CreativePack shot inserted in to set template.1-3 weeks 10 weeks 8 weekslive period booking lead time artwork lead time
msidyeabccaor unt Drives traffic Product detail pageDetailsAllows a brand to have a presence onthe account page. As there aren’t manyproducts on the page, brands are ableto get more visibility on the page.CreativePack shot.1-3 weeks 10 weeks 8 weekslive period booking lead time artwork lead time
Obaffnenresr Drives traffic Product detail pageDetailsAllows a brand to highlight a promotionby appearing in a banner at the top of theOffers section of the website.CreativePack shot inserted in to set template.1-3 weeks 10 weeks 8 weekslive period booking lead time artwork lead time
category
cdaiaestpleeagrbotamrnye,nnetrand Drives traffic Product listDetailsTop banner on any category, department oraisle page, including New & Favourites.Allows a brand to have primary siting in arelevant category.Brands do not have to be placed in the categoryrelevant to their product.CreativeBranding opportunities available within set format.Banner can be upgraded to expandable for anextra cost.1 week 6 weeks 4 weekslive period booking lead time artwork lead time
fdcaenaeatdpteuaagrrioetsmrdleye,pnrot duct Drives traffic Product detail page.DetailsAllows a brand to have a siting on a relevantcategory, department or aisle page.Brands do not have to be placed in thecategory relevant to their product.CreativePack shot.1-3 weeks 6 weeks 4 weekslive period booking lead time artwork lead time
ctaorugpeotend Drives trialDetailsOpportunity for brands to drive trial throughconversion and offer shoppers a targetedcoupon.Brands can target the coupon based onprevious purchase history.The discount will automatically be addedto the shopper’s order once placed in ashopper’s basket.CreativePack shot.1-3 weeks 6 weeks 4 weekslive period booking lead time artwork lead time
Criteo Product detail page Drives trafficDetailsA native advertising solution that delivers ads withinsearch, browse and product detail pages onMorrisons.com, enabling brands to cross targetother categories.An efficient way of encouraging cross categoryimpulse purchases.Pay-per-click model resulting in a more efficientuse of spend.CreativeN/AReachThe network reaches Asda, Morrisons and Sainsbury’sonline, reaching a large base of customers. Ads arenot possible.4 weeksbooking lead time
Elevaate Drives traffic Drives salesDetails & insightA native advertising solution that delivers adswithin search, browse and product detail pages onMorrisons.com, enabling brands to cross targetother categories.Brands are able to drive sales by encouraging crosscategory impulse purchases.Pay-per-click model resulting in a more efficientuse of spend.CreativeProduct insert or branded banners are available on aCPC model across various placements.ReachAble to activate across the Morrisons site.4 weeksbooking lead time
brand
recipe pages Drives engagement and trialDetailsBrands are able to sponsor recipes that featureswithin the recipe tab.Ingredients are shoppable which is a great wayto add relevancy and context and to provideshoppers with ideas of different ways the productshould be consumed.CreativeLifestyle shot..6 weeks 4 weeksbooking lead time artwork lead time
osanmlinpeling Drives engagement and trialDetailsSamples / leaflets handed out by the driverduring delivery.Prices are dependent on how specific thebrand requires targeting to be.Samples can be targeted to shoppers whobuy certain products or given out universally.Minimum 10,000 samples.CreativeBranded.8 weeks 6 weeksbooking lead time artwork lead time
pbaragneded Drives brand engagementDetailsBranded page which may feature details ofproducts or a specific brand.A brandable upgrade on the standard product list.Opportunity for brands to create a unique userexperience to encourage trial.CreativeFully branded.Flexible 6 weeks 4 weekslive period booking lead time artwork lead time
bshraonpd Drives brand engagementDetailsFully branded product page.Opportunity to display a variety of products.Creates an unique user journey to encourage trial.CreativeFully branded.Flexible 6 weeks 4 weekslive period booking lead time artwork lead time
programmatic displayDrives awareness and sales IRI evaluationDetails & InsightProgrammatic display and video advertising delivered inproximity to store via desktop, tablet and mobile to drivein-store and online purchase.Offline data sources such as EPOS and coupon data areused to identify high opportunity stores and areas. The onlinetargeting ensures the media is targeted to the right person,at the right time of day and in the right location. Sales upliftand ROI can be measured using IRI methodology.CreativeArtwork is fully branded and can include animation, video andstore finders. Opportunity to deliver bespoke creative accordingto location or time of day. A/B testing is also available.ReachHighly sophisticated targeting available to reduce wastage.4 weeks 2 weeksbooking lead time artwork lead time
mySupermarket Drives brand engagement and sales in- store and onlineDetails & insightAn independent shopping and comparison websitefor groceries.50% of mySupermarket shoppers research thecategory and buy in physical stores within 48 hours(ROPO).Precision targeting available to target shoppers toswitch brands at shelf, SKU and on competitorsproduct pages as well as target based ondemographic, behavioural and contextual data.CreativeFully branded. A/B testing available.Reach4th biggest online grocer with 3.4 million registeredusers across 14 different retailers.6 weeks 4 weeksbooking lead time artwork lead time
BzzAgent Drives awarenessDetails & insightProvides brand samples and information to relevantand influential shoppers to share with their socialmedia followers, friends and family.Opportunity for brands to influence word of mouthbehaviour online.Can be used for NPD to educate shoppers inusage behaviour.Reach1m Bzz agents in UK, US and Canada.8 weeks 8 weeksmedia live period booking lead time
Shopmium Drives awareness and trialDetails & InsightA cross-retailer mobile loyalty and marketing applicationthat enables brands to serve promotions.To access a promotion, the shopper has to click and viewthe advert, involving a higher level of brand engagementthan other offer-based apps.After the product is purchased, there is an opportunity forshoppers to complete a survey, which is completed by 55%of users. The survey can provide brands with data regardingpurchase intentions and the context of usage alongsideratings and reviews.CreativeFully branded creative with rich media opportunities,such as video.Reach1m active users. 18 – 45 year olds, 76% female, nationwide.4 weeks 3 weeksbooking lead time artwork lead time
CheckoutSmart Drives sales and trialDetails & insightA cross-retailer mobile loyalty and marketing applicationthat enables brands to serve promotions.Useful to drive trial and can incentivise brand loyaltyby rewarding repeat purchases.Lower costs and reduced wastage as brands arecharged by % of redemptions.CreativePack shot, branded options available.ReachLarge reach to a base of 1.8m users.4 weeks 3 weeksbooking lead time artwork lead time
out & about
pnaretisosnal Drives awareness and footfall to storeDetails & insightDrives awareness of specific initiatives, promotionsor NPD. A range of titles are available that target theMorrisons audience.CreativeDisplay advertising or advertorial creative in nationalpress nd magazines Can use a co-branded look andfeel, requires approval from the retailer.ReachHigh audience reach and targeting potential,dependent on budget.6 weeks 4 weeksbooking lead time artwork lead time
nadatvieorntaisliongutdoor Drives awareness and footfall to storeDetails & insight48 sheet posters, bus posters, and rail / undergroundstations available in a range of locations near stores.Opportunity to remind shoppers of the brand out ofhome or drive shoppers to the store.CreativeFully branded. Opportunity to include retailer tag.ReachDependent on budget, channel and targeting mix.Targeted on region and proximity.2 weeks 8 weeks 4 weeksmedia live period booking lead time artwork lead time
pporosxteimrsity 6 sheetDrives awareness IRI evaluationand footfall to storeDetails & insightTargeted in proximity to store within high trafficareas such as high streets, bus stops and roadsides.Remind shoppers of the brand out of home anddrive footfall to store.CreativeFully branded. Opportunity to include retailer tag.ReachDependent on budget, channel and targeting mix.Targeted on region and proximity.2 weeks 8 weeks 4 weeksmedia live period booking lead time artwork lead time
p6rsohxeimetisty digitalDrives awareness IRI evaluationand footfall to storeDetails & insightLocated in close proximity to store, this rich mediaprovides an opportunity to communicate in aninteractive and dynamic format.Effective in disrupting shoppers on their journeysand driving footfall to the store.CreativeFully branded. Opportunity to include retailer tag.Can be activated according to live data suchas weather, temperature or pollen count.ReachDependent on budget, channel and targeting mix.Targeted on region and proximity.2 weeks 8 weeks 3 weeksmedia live period booking lead time artwork lead time
kiosks IRI evaluation Drives awareness and footfall to storeDetails & insightAdvertising served on the side of phone boxes andtargeted within 1000m of a store to drive footfall.Extensive roadside inventory means that availability is lesslimited compared to front of store media, and thereforemore cost effective. .CreativeFully branded.ReachDependent on budget, channel and targeting mix.Targeted on region and proximity.2 weeks 8 weeks 4 weeksmedia live period booking lead time artwork lead time
SMS marketingDrives awareness IRI evaluationand footfall to storeDetails & insightHighly targeted mobile SMS and MMS advertising servedto target specific segments of shoppers.Brands are able to choose when to serve messages basedon time, weather and location.Mobile messaging reaches people on-the-go and drives themto store. Ability to geo-fence 30-50m around a store.CreativeFully branded creative with call to action links, interactivefunctions and animated content.ReachOver 23 million opted in user base from O2 priority and Wi-Ficustomers. 75% of messages are opened within 5 minutes.4 weeks 3 weeksbooking lead time artwork lead time
front of store
front of storeDrives awareness IRI evaluationand footfall to aisleDetailsVarious opportunities to prompt shoppers as theyenter the store such as car park banners, A Frameposters, security antennae and trolley bay posters.Can communicate a theme, value, competition ornew message.To be negotiated with the buyer, usually as part ofa retailer/category event.CreativeTemplated in retailer look and feel.ReachTo be agreed through trading.
6 sheets IRI evaluation Drives awareness and footfall to aisleDetails & insightStatic panels situated at front of store to maximisevisual impact and remind shoppers of a brand asthey enter the store.CreativeTwo options – either fully branded or branded witha Morrisons price mark.Reach1,100 panels at 250 large Morrisons superstores.2 weeks 6 weeks 3 weeksmedia live period booking lead time artwork lead time
around the sattofriextaunrde
in-store POS IRI evaluation Drives conversionDetailsVarious opportunities to promote your brand around thestore such as swing gates, pallet shrouds, in-store radio,toby boards, bumble bee wraps and fixture POS.Can communicate a theme, value, competition or newmessage.To be negotiated with the buyer, usually as part of aretailer/category event.CreativeTemplated in retailer look and feel.ReachTo be agreed through trading.
isna-mstpolrieng Drives brand awareness and trialDetails & insightInterrupts the shopper journey and creates an interactivesampling / tasting experience or active selling opportunity.Opportunities for both hot and cold sampling.Requires written buyer approval.CreativePart branded within the Morrisons template.ReachReach varies by number of stores.1 day 6 weeks 4 weeksmedia live period booking lead time artwork lead time
Capture’scapabilities01. Plan the right media 03. Make it happenWe develop a media plan that we knowwill meet your shopper objectives, using our We buy and manage yourproprietary tools PlanFlex and PlanVault to media efficiently utilising our scaledemonstrate estimated impressions and and relationships with the retaileruplift by touchpoint. media owners. We take responsibility for delivering your campaign on time02. Deliver the right message and on budget.Effective media requires the right creative.Our in house studio will build creative to 04. Understand performancedeliver the right message to the shopper We analyse your activity post campaign inat every point of their journey with in-depth line with the objectives. Our partnershipunderstanding of the retailer requirements. with IRI enables a robust sales uplift methodology. These results enable us to make informed recommendations and improve ROI on your future campaigns.
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