A UK supermarket giant is set to become the first large supermarket group in the UK to roll out digital shelf labels across all of its stores.
Morrisons has announced a partnership with VusionGroup to introduce the technology across its full estate of 497 supermarkets, replacing traditional paper labels with electronic shelf labels (ESLs) to improve pricing accuracy and streamline operations.
The partnership will see the installation of 10.8 million ESLs, with the rollout scheduled to begin in early 2026.
Gordon Macpherson, group productivity director at 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.”
The ESLs will display clear and accurate price and product information, automate updates, and help ensure Morrisons More Card savings and offers are instantly visible to customers.
The technology will integrate with the supermarket’s digital shelf-edge cameras to highlight product gaps and speed up shelf replenishment, while also supporting e-commerce operations by making online order picking more efficient.
Roy Horgan, CEO UK and Ireland at VusionGroup, said: “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.”
The rollout will also include an upgrade to Morrisons’ in-store Wi-Fi infrastructure, aimed at improving connectivity for customers and supporting broader digital development across the business.
This move forms part of Morrisons’ wider digital technology strategy, which already includes the introduction of shelf-edge cameras, a digital task management platform, and trials of AI-powered shopping trolleys.
Sébastien Fourcy, SEVP EMEA at VusionGroup, said: “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 key market for us in the EMEA region.”
