British supermarket Morrisons has teamed up with Vusion Group to deploy electronic shelf labels (ESLs) across its 497 supermarkets.
The retailer will be the first large UK supermarket chain to introduce the technology across its entire store network.
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VusionGroup will deploy 10.8 million smart electronic shelf labels at Morrisons outlets.
The rollout, scheduled to begin in early 2026, will replace paper price tags with digital labels showing real-time pricing and product details.
The system automates manual price updates, reduces paper use and enables staff to dedicate more time to customer service.
The labels will also highlight Morrisons More Card discounts and promotions at the shelf edge.
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By GlobalDataThe ESL technology will link with Morrisons’ existing digital shelf-edge cameras to help staff identify stock shortages and speed up replenishment.
It will also integrate with e-commerce systems to support more accurate and efficient online order picking.
Morrisons will upgrade its in-store Wi-Fi to improve digital connectivity and customer experience.
Morrisons group productivity director Gordon Macpherson said: “As digital innovation reshapes the retail landscape we’re constantly evaluating new technology that can help us serve customers better.
“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 company will work with VusionGroup to analyse data from the system to identify additional opportunities for operational and service improvements.
The rollout forms part of Morrisons’ wider digital transformation programme, which includes the use of shelf-edge cameras, a digital task management system and trials of AI-powered shopping trolleys.
Vusion Group UK and Ireland CEO Roy Horgan 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.”
Morrisons witnessed sales growth in the third quarter.
In a trading update for the 13 weeks to 27 July 2025, the group reported a 3% rise in group like-for-like (LFL) sales. Overall sales climbed 3.5% to £4bn.
Online sales was especially strong, with double-digit LFL growth during the quarter.
