UK | Morrisons has announced a partnership with VusionGroup to roll out electronic shelf labels across all of its 497 supermarkets.
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, accurate price and product information and automating a repetitive manual task, freeing 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.
“As digital innovation reshapes the retail landscape, we’re constantly evaluating new technology that can help us serve customers better,” said Gordon Macpherson, Group Productivity Director of 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 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 new technology will integrate with Morrisons' digital shelf-edge cameras to efficiently guide colleagues to product gaps, speeding up shelf replenishment, and integrate 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.
“This agreement with Morrisons is a powerful example of how VusionGroup is executing on its 2027 strategic plan,” said Roy Horgan, CEO UK & Ireland at VusionGroup.
“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.”
The adoption of VusionGroup’s digital labelling solution is the latest initiative in Morrisons' digital technology programme, alongside the roll-out of shelf-edge cameras, the introduction of a digital task management platform, and trials of AI-powered shopping trolleys.
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