Morrisons will rollout VusionGroup’s electronic shelf labels (ESLs) across all its 497 stores, eliminating traditional paper labels and replacing them with clear and accurate digital pricing and product information.

Freeing colleagues for customer service

The rollout of 10.8million ESLs across its supermarket estate will also help automate repetitive manual tasks, freeing up Morrisons’ colleagues to focus on customer service initiatives.

The digital labels will also ensure Morrisons’ More Card savings and offers are instantly communicated to customers at the shelf edge.

“As digital innovation reshapes the retail landscape, we’re constantly evaluating new technology that can help us serve customers better.”

Gordon Macpherson, Group Productivity Director, Morrisons

“We’re excited to be the first large supermarket group in the UK to introduce digital shelf edge labelling across our entire supermarket estate,” said Macpherson.

A foundation for future innovation

The roll-out of the ESLs across Morrisons’ supermarket estate will start in early 2026.

It will include integrated shelf-edge cameras to help store staff identify shelf-gaps, speed up replenishment and optimise efficiencies for picking ecommerce orders in-store.

The project will also involve an upgrade of Morrisons’ in-store Wi-Fi infrastructure, delivering improved Wi-Fi experiences for customers and supporting the retailer’s ongoing digital development.

“This latest investment further underlines our commitment to modernising and digitising our business to deliver enhanced shopping experiences for customers,” Macpherson added.

“By equipping all [Morrisons’] supermarkets with our solutions, we’re not only delivering immediate operational benefits, but also laying the foundation for future innovation in omnichannel retail,” said Sébastien Fourcy, SEVP EMEA at VusionGroup.

Other supermarkets have also been deploying ESLs, including Asda, which is rolling out VusionGroup digital labels in its Express convenience stores, while the Co-op is using ESLs to make becoming a member in-store easier for shoppers by scanning a QR code at the shelf-edge.