Morrisons is set to implement electronic shelf labelling across all of its 497 UK supermarkets, following a new partnership with VusionGroup. The move will see the installation of more than 10.8 million smart electronic shelf labels (ESLs) nationwide, marking the first time a major UK supermarket group has introduced this technology at full scale.
The roll-out is scheduled to begin in early 2026. ESLs will replace traditional paper labels in stores, offering real-time updates on pricing and product information. The technology is expected to reduce manual processes and allow store colleagues to focus more on customer service. It will also provide automatic updates on Morrisons More Card savings and promotions directly at the shelf edge.
These ESLs will integrate with Morrisons’ existing digital shelf-edge camera system, supporting faster product replenishment and streamlining online order picking. The partnership will additionally explore ways to leverage data generated by the ESL system to enhance store operations and the overall customer experience.
The project also includes an upgrade to in-store Wi-Fi infrastructure, aimed at improving digital connectivity for customers and further enabling Morrisons’ ongoing technology initiatives. These include recent developments such as AI-powered shopping trolleys, digital task management platforms and shelf-edge camera systems.
“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 electronic shelf edge labelling across our entire supermarket estate and look forward to rolling out the technology in 2026,” said Gordon Macpherson, Group Productivity Director at Morrisons. “This latest investment further underlines our commitment to modernising and digitising our business to deliver an enhanced shopping experience for Morrisons customers.”
Roy Horgan, CEO UK & Ireland at VusionGroup, added: “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.”
Sébastien Fourcy, SEVP EMEA at VusionGroup, commented: “This partnership with Morrisons is a cornerstone in our strategic roadmap towards 2027 and exemplifies our commitment to driving transformation at scale. 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.”
