From next year shoppers at Morrisons will be greeted with new digital advertising screens outside the supermarket chain's stores. 

The high-tech screens will feature a rotation of adverts designed to suit customers and guide their shopping experience. 

So, when shoppers edge closer to their Morrisons store of choice, they will be able to see in advance what kind of brands and goods are available in-store.  

Morrisons will roll out the screens at 300 of its stores as part of a new seven-year partnership with Bauer Media Outdoor, who will install and operate the screens. 

The installation of the screens early next year will represent Morrisons' 'first foray' into digital retail media screens. 

The new Waferlite digital screens will be positioned outside or near shop entrances in a bid to target shoppers at a 'critical point in their purchase journey', Morrisons said. 

The supermarket chain is vying to boost commercial revenue from suppliers and other sources amid boss Rami Baitiéh's turnaround plan. 

Morrisons said: 'For advertisers, the screens offer the ability to reach consumers at the moment of decision-making, when they are most receptive to brand messaging.'

Once constructed, the network will be sold jointly by BMO and Morrison’s full-service retail media agency, MMG.

The likes of Sainsbury's and Tesco already use digital advertising outside many of their stores.  

Steve Newbould, head of commercial at Morrisons, said: 'We’re pleased to be offering even more media opportunities for our customers to connect with their favourite brands through the rollout of new digital screens at our supermarket entrances. 

'This is just one of the many innovative advertising solutions available through MMG, designed to help brands reach shoppers in meaningful and effective ways.'

Richard Bon, managing director at Bauer Media Outdoor, said: 'With perfectly positioned screens at store entrances nationwide, we're creating unmissable opportunities for brands to connect with millions of shoppers at the precise moment purchase decisions are being made.'

Digital advertising screens are not Morrisons' only shift towards tech-focused solutions. 

Last month, Morrisons unveiled plans to roll out digital shelf edge labels across all of its stores from next year. 

VusionGroup will install 10.8million smart electronic shelf labels in Morrisons supermarkets. 

The supermarket said: 'Electronic shelf labels will eliminate traditional paper labels throughout the store, providing clear and accurate price and product information and automating a repetitive manual task to free up colleagues to concentrate on customer service.'

Via Morrisons Now, the chain also offers shoppers, at some of its shops, the chance to get their groceries delivered via the supermarket's delivery partners in one hour, though a minimum £15 order value is in place. 

In March, Morrisons announced plans to close 52 in-store cafés, all of its 18 market kitchens, 17 convenience stores, 13 florists, 35 meat counters, 35 fish counters and four pharmacies. The closures announced in March have been completed.