Morrisons launches smart shelf labels across its stores

Morrisons announces that it is partnering with VusionGroup to roll out electronic shelf labels across all of its 497 supermarkets, becoming the first large UK supermarket group to adopt the technology across its entire supermarket estate.

VusionGroup will install 10.8 million smart electronic shelf labels in Morrisons supermarkets.

Electronic shelf labels will eliminate traditional paper labels throughout the store, providing clear and accurate price and product information and automating a repetitive manual task to free up colleagues to concentrate
on customer service.

ESLs will also ensure Morrisons More Card savings and offers are instantly communicated to customers at the shelf edge.

The new technology will integrate with Morrisons' digital shelf-edge cameras, to guide colleagues to product gaps, speeding up shelf replenishment and integrating with e-Commerce applications to make online picking easier and more accurate.

Morrisons will also work closely with VusionGroup to explore how to leverage the valuable data generated across various initiatives, identifying new opportunities to enhance store
operations and customer experience.

The roll-out of the new digital labelling system across the Morrisons supermarket estate will commence in early 2026.

The project will also include an upgrade of Morrisons' in-store Wi-Fi infrastructure, delivering an improved in-store Wi-Fi experience for customers and supporting Morrisons' ongoing digital development.

The adoption of VusionGroup’s digital labelling solution is the latest initiative in Morrisons' digital technology programme, with other recent developments including 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 are constantly evaluating new technology that can help us serve customers better.

“We are 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.”

“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 are 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.”