The supermarket chain will be the first major UK supermarket group to implement technology throughout its shops
Morrisons supermarkets is bidding farewell to an era of traditional shopping as it plans to eliminate printed labels on shelves. The retail giant, which runs 497 stores nationwide, has announced that shoppers will soon encounter electronic shelf labels (ESLs) when buying groceries.
The scheme, due to kick off in early 2026, will make Morrisons the first major UK supermarket chain to fully embrace this technology across all its outlets.
This cutting-edge tech allows staff to remotely adjust product prices using a computer, doing away with the need for old-fashioned paper price tags and their subsequent replacement each time a price changes.
VusionGroup is poised to fit 10.8 million smart ESLs in Morrisons supermarkets. These ESLs will replace conventional paper labels throughout the store, delivering accurate and current price and product details, and automating a monotonous task, thereby enabling staff to concentrate more on customer service, according to the retailer.
The supermarket chain explained that ESLs will ensure that savings and offers from the Morrisons More Card are instantly relayed to customers at the shelf edge. The new tech will also sync with the grocer’s digital shelf-edge cameras, directing workers to product gaps.
Morrisons’ group productivity director, Gordon Macpherson, said recently: “We’re excited to be the first large supermarket group in the UK to introduce digital shelf edge labelling across our entire supermarket estate and look forward to rolling out the technology in 2026. This latest investment further underlines our commitment to modernising and digitising our business to deliver an enhanced shopping experience for Morrisons customers.”
As part of the move, the supermarket’s in-store wi-fi infrastructure is being upgraded. Roy Horgan, VusionGroup CEO for UK and Ireland, commented: “This agreement with Morrisons is a powerful example of how VusionGroup is executing on its 2027 strategic plan.”
He added, “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.”
last year, Asda rolled out ESLs to its largest and busiest Express stores, with 250 outlets now fitted with the new technology. Meanwhile, Co-op upgraded its ESLs in August to enable shoppers to “tap to join” its membership scheme.
