Morrisons to digitise pricing across all UK supermarkets
The retailer will partner with VusionGroup to install 10.8 million smart electronic shelf labels as part of its digital transformation.
Morrisons has announced a major step in its digital modernisation strategy with plans to introduce electronic shelf labels (ESLs) across all 497 of its supermarkets. The move will make Morrisons the first major UK grocer to digitise pricing and product information across its entire store network.
The retailer will partner with VusionGroup to install 10.8 million smart shelf labels. The technology will replace paper labels, automating price updates and instantly displaying offers such as Morrisons More Card savings. By removing manual processes, the ESLs will streamline store operations and allow staff to focus more on serving customers.
Integrated with Morrisons’ digital shelf-edge cameras, the new system will also help teams identify gaps on shelves more quickly, improve restocking efficiency, and support e-commerce operations by making online order picking faster and more accurate.
“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,” 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.”
The national roll-out is set to begin in early 2026 and will include an upgrade of in-store Wi-Fi to support future digital initiatives. The project forms part of Morrisons’ broader technology programme, which also includes AI-powered trolleys, digital task management tools, and shelf-edge camera systems aimed at improving efficiency and customer engagement.
