Morrisons has announced it is deploying a real-time engagement platform across its stores to provide personalised promotional offers on paper and digital receipts at the point of sale, as well as through extended digital channels.

Through the platform, the supermarket chain aims to deliver tailored, relevant offers and communication in real time, whilst complementing its existing loyalty and customer programmes.

The data-driven technology, developed by Ecrebo, is designed to increase basket size, drive higher spend on shop visits, and grow visit frequency to its 500 UK locations.

The tool could also help the retailer raise advertising revenue, enhance digital engagement, and expand multichannel shopping.

"Delivering value for our customers is at the heart of everything we do at Morrisons,” said Matt Mclellan, CCO, group customer and data officer & marketing director, Morrisons.

He added that the move would help it “build deeper connections” with shoppers by providing more relevant, timely offers that “enhance their experience and reward their loyalty.”

The tech rollout builds on the company's recent focus on expanding its digital strategy.

Towards the end of last year, Morrisons announced plans to install a network of 300 digital ad screens across its supermarkets in the UK.

The business also revealed in November that it had expanded its decade-long partnership with Tata Consultancy Services (TCS) in a bid to roll out new digital products at speed and accelerate its digital transformation with AI technology.

As part of the move, the supermarket will align operations across areas including retail, e-commerce and marketing to increase efficiency, as well as overhaul its existing loyalty scheme.

The partnership will give the retailer access to an end-to-end engineering service, including application design development, testing, and maintenance services to modernise Morrison’s legacy platforms.

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