Chain has been introducing scheme which is aiming to change shopping for customers across the UK
Morrisons makes huge change in 497 stores in ‘end of era’Morrisons has given an update on a massive scheme which means the ‘end of an era’ for shoppers in all the aisles in its 497 stores. This week the chain explained how the rollout of e-labels which will mean the end of printed price information.
Across the supermarket chain’s 497 stores, 10.8 million smart electronic shelf labels are being installed. This week the chain said the rollout was proceeding ‘well’ as it becomes the first large British grocer to fully digitise its pricing.The smart labels update pricing, promotions, and Morrisons More Card loyalty discounts in real time, while integrating with shelf-edge cameras to boost online picking accuracy and guide staff to product gaps. Morrisons said the electronic shelf labels will eliminate traditional paper labels throughout the store, ‘providing clear and accurate price and product information’ and meaning staff are freed up to help customers more.
The new technology will also use digital shelf-edge cameras, meaning staff spot when lines have sold out. The roll-out of the new digital labelling system across Morrisons supermarket estate started earlier 2026 and today the chain confirmed it is aiming to have it in all stores.
The project will also include an upgrade of Morrisons in-store wi-fi infrastructure, delivering an better in-store connections for customers.
VusionGroupi is installing the changes and other improvements include the roll-out of shelf-edge cameras, the introduction of a digital task management platform and trials of AI-powered shopping trolleys.
Gordon Macpherson, Group Productivity Director of Morrisons, said: “As digital innovation reshapes the retail landscape, we’re constantly evaluating new technology that can help us serve customers better. We’re excited to be the first large supermarket group in the UK to introduce digital shelf edge labelling across our entire supermarket estate. This latest investment further underlines our commitment to modernising and digitising our business to deliver an enhanced shopping experience for Morrisons customers.”
“This agreement with Morrisons is a powerful example of how VusionGroup is executing on its 2027 strategic plan,” said Roy Horgan, CEO UK & Ireland at VusionGroup. “We are building a platform for transformation – one that not only delivers immediate value but also evolves with our clients’ needs. Morrisons is a trusted and innovative retailer, and we are proud to support their transformation journey.”
“This partnership with Morrisons is a cornerstone in our strategic roadmap towards 2027 and exemplifies our commitment to driving transformation at scale,” said Sébastien Fourcy, SEVP EMEA at VusionGroup. “By equipping all their supermarkets with our solutions, we’re not only delivering immediate operational benefits, but also laying the foundation for future innovation in omnichannel retail across the UK which is a key market for us in the EMEA region.”
Last year, Asda rolled out ESLs to its largest and busiest Express stores, with 250 locations now featuring the new technology. Meanwhile, Co-op upgraded its ESLs in August, enabling shoppers to “tap to join” its membership scheme.
It comes as Morrisons announced it is introducing money-saving offers to seasonal favourites both in store and online.
The deals are said to bring together fresh fruit, lunchbox favourites, quick meal ingredients, snacks and drinks ready for days out and picnics. Examples include a three-for-£5 deal on berries, grapes, cherries, nectarines, apples, oranges and pears throughout July and August.
There’s also savings on picnic staples such as a six-pack of Dairylea Dunkers Jumbo Tubes, which have been reduced from £3.29 to £1.50. Original and Light Philadelphia Soft Cheese (165g) has also been reduced from £2.25 to £1.35 until July 28.
There’s also a two-for-£3 offer on 500ml bottles of Fever Tree Refreshingly Light Tonic Water, Light Elderflower Tonic Water, Mexican Lime Soda and Refreshingly Light Ginger Ale.
A seven-pack of Penguin biscuits are now £1.25 and four-packs of Cadbury Dairy Milk Freddos, Little Bars and Cadbury Fudge Bars now all £1.25 throughout July too. They claim the savings will be made clear in stores and online so they’re easier for customers to spot.
The news comes after the reports that the supermarket it would be shutting 100 of its convenience stores. Alex Paver, Morrisons’s customer value and loyalty director, said: “With school holidays meaning more meals at home and more days out, we know value matters more than ever.
“That’s why we have focused these savings on our Market Street fresh fruit alongside popular snacks and drinks, helping customers enjoy fresh, quality food and make the most of summer for less.”
The news comes after Primark slashed prices on hundreds of best-selling womenswear, menswear and kidswear styles in store. They claimed it is part of the firm’s new era of ‘Iconic Value’ which will continue across Autumn and Winter 2026 collections.
