The supermarket will be the first in the UK to completely switch to electronic shelf labels
Morrisons supermarket has announced the end of an era for shoppers in the UK as it will be the end of printed labels on shelves. The massive chain with 497 stores has announced that instead people buying groceries will be faced with electronic shelf labels (ESLs).
The initiative, set to kick off in early 2026, will make Morrisons the first major UK supermarket group to implement this technology throughout its entire estate.
The technology allows staff to update prices for products remotely on a computer, removing the need to use traditional paper price labels and replace them each time a price goes up or down.
VusionGroup will install 10.8 million smart ESLs in Morrisons supermarkets. These ESLs will replace traditional paper labels across the store, providing clear and accurate price and product information and automating a repetitive task, freeing up staff to concentrate on customer service, according to the retailer.
The chain said ESLs will ensure that savings and offers from the Morrisons More Card are instantly communicated to customers at the shelf edge. The new tech will also integrate with the grocer’s digital shelf-edge cameras, guiding workers to product gaps.
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.”
The supermarket’s in-store wi-fi infrastructure is being updated as part of the latest initiative in Morrisons’ digital technology programme. VusionGroup CEO for UK and Ireland, Roy Horgan, 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.”
Earlier this month, Asda introduced ESLs to its largest and busiest Express stores, with 250 stores now equipped with the new tech. Meanwhile, in August, Co-op updated its ESLs to allow shoppers to “tap to join” its membership scheme.