Supermarket chain Morrisons is partnering with VusionGroup to roll-out electronic shelf labels (ESLs) across all of its 497 supermarkets.
The move, which will begin in early 2026, makes Morrisons the first large UK supermarket group to adopt the technology across its entire store estate.
VusionGroup will install 10.8 million smart ESLs in Morrisons supermarkets.
The ESLs will eliminate traditional paper labels throughout the store, providing clear and accurate price and product information and automating a repetitive task to free up staff to focus on customer service, according to the retailer.
ESLs will also ensure Morrisons More Card savings and offers are instantly communicated to customers at the shelf edge. The new tech will integrate with the grocer’s digital shelf-edge cameras, guiding workers to product gaps.
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Morrisons group productivity director Gordon Macpherson said: “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.”
Morrisons will also work with VusionGroup to explore how to leverage the data generated across various initiatives, finding new opportunities to enhance store operations and customer experience.
The project will also involve an upgrade of the supermarket’s in-store wi-fi infrastructure. The adoption of the ESLs forms the latest initiative in Morrisons’ digital technology programme.
VusionGroup CEO UK and Ireland Roy Horgan said: “This agreement with Morrisons is a powerful example of how VusionGroup is executing on its 2027 strategic plan.”
“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.”
Asda introduced ESLs to its largest and busiest Express stores earlier this month, with the launch seeing 250 stores fitted with the new tech.
While in August, Co-op also updated its ESLs to allow shoppers to “tap to join” its membership scheme.
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