Morrisons Transitions to Electronic Labels in 497 Stores by 2026

Morrisons has announced a significant shift in its operations, transitioning to electronic shelf labels (ESLs) in all 497 of its stores across the UK. This change, which will take place starting in early 2026, marks the end of traditional printed labels and is set to enhance the shopping experience for customers in locations including Stoke-on-Trent, Staffordshire, and Festival Park, Newcastle.

The initiative positions Morrisons as the first major supermarket chain in the UK to implement this technology throughout its entire network. The electronic labels will allow staff to update product prices remotely using computers, eliminating the need for manual replacement of paper labels every time prices change. This move not only streamlines operations but also aims to improve customer service by freeing up employees from repetitive tasks.

VusionGroup has been contracted to install approximately 10.8 million smart ESLs across Morrisons stores. These labels will provide clear and accurate pricing information, ensuring that promotions and savings from the Morrisons More Card are communicated instantly at the shelves. The system will also integrate with the supermarket’s digital shelf-edge cameras, which assist staff in identifying product gaps.

Gordon Macpherson, Morrisons’ group productivity director, expressed enthusiasm for the rollout, emphasizing the commitment to modernization and digitization. “We’re excited to be the first large supermarket group in the UK to introduce digital shelf edge labelling across our entire supermarket estate,” he stated. “This latest investment further underlines our commitment to modernising and digitising our business to deliver an enhanced shopping experience for Morrisons customers.”

As part of this overhaul, Morrisons is also updating its in-store Wi-Fi infrastructure to support the new technology. This initiative aligns with VusionGroup’s strategic plan for transformation in the UK and Ireland, according to CEO Roy Horgan. Horgan highlighted the importance of adapting to client needs and delivering immediate value through innovative solutions.

Competitors in the retail sector are also exploring similar technologies. Earlier this month, Asda implemented ESLs in 250 of its largest Express stores. Additionally, Co-op updated its ESLs in August to facilitate a “tap to join” feature for its membership scheme, showcasing the broader trend toward digital transformation in the grocery industry.

As Morrisons embarks on this significant change, the introduction of electronic shelf labels is expected to fundamentally alter the shopping experience, providing customers with more accurate information while enhancing operational efficiency.