Marketers support retailer’s move to stagger buy one get one free promotions.
But research by the Advertising Association in September found that just one in five consumers think promotions encourage them to buy products they do not want.
The average tenure for a CMO at the US’s top 100 advertisers fell again in 2023 to 3.1 years, or 37 months.
Morrisons is trialling the personalised, AI-powered initiative, which rewards shoppers for purchasing particular brands they select from a list, something it says will provide value for both the consumer and brands.
Newly appointed chief brand officer Ije Nwokorie will take over as CEO next year.
The direct-to-consumer flower business is reducing its marketing spend as it shifts its focus from growth to profitability, following £100m in operating losses last year.