Morrisons has announced it will become the first major UK supermarket chain to digitise pricing across its entire estate, replacing traditional paper price tags with electronic shelf labels in a rollout commencing early 2026.
The Bradford-based retailer has partnered with French retail technology firm VusionGroup to install 10.8 million smart electronic shelf labels across all 497 of its supermarkets. The technology will eliminate paper labels throughout stores, displaying pricing and product information on digital screens that can be updated remotely from a central system.
Operational Benefits and Efficiency Gains
Gordon Macpherson, Group Productivity Director at Morrisons, stated the investment represents a fundamental modernisation of the business. “As digital innovation reshapes the retail landscape we’re constantly evaluating new technology that can help us serve customers better,” Macpherson said. “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”.
The electronic shelf labels will automate what is currently a labour-intensive manual task, freeing up staff to focus on customer service rather than replacing paper tickets whenever prices change. The system will instantly display Morrisons More Card savings and promotional offers at the shelf edge, ensuring customers can immediately see available discounts.
The new technology will integrate with Morrisons’ existing digital shelf-edge cameras to help staff identify product gaps more efficiently, speeding up shelf replenishment. The system will also connect with e-commerce applications to make online order picking more accurate.
As part of the project, Morrisons will upgrade its in-store Wi-Fi infrastructure to improve connectivity for customers and support ongoing digital development initiatives.
Part of Wider Digital Transformation Strategy
The electronic shelf label rollout represents the latest initiative in Morrisons’ broader digital technology programme. Recent developments include the installation of shelf-edge cameras across stores, introduction of a digital task management platform, and trials of AI-powered shopping trolleys.
Morrisons joins a growing number of UK retailers implementing electronic shelf label technology, though it is the first major supermarket to commit to a full estate-wide rollout.
Co-op is currently undertaking the UK’s largest single-retailer deployment of electronic shelf labels, with plans to install the technology in all 2,400 of its stores by the end of 2026. The convenience retailer has already equipped over 700 stores and is rolling out the labels at a rate of 40 stores per week.
Steven Logue, Co-op’s Head of Operations, said the electronic labels have “the potential to enhance product information and transparency, avoid paper waste, and make everyday tasks like picking online orders easier”.
Asda has deployed VusionGroup’s electronic shelf labels across 250 of its Express convenience stores, with approximately 700,000 digital displays installed. Following a successful three-month trial at its Oxford Road store in Manchester, Asda found that staff were freed up to spend more time helping customers, managing deliveries and replenishing shelves.
Sainsbury’s is trialling electronic shelf-edge labels in select stores including its Witney and Epsom locations.
VusionGroup, founded in 1992 as Store Electronic Systems, has become the global leader in electronic shelf label technology. The company serves over 350 large retailer groups worldwide across Europe, Asia and North America. VusionGroup’s sales reached €1,011 million in 2024, representing a 25% increase from 2023.
Roy Horgan, CEO UK & 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”.
Industry Implications
The shift towards electronic shelf labels represents a significant transformation in retail operations, driven by the need to find efficiencies, boost staff productivity and enhance the in-store customer experience.
Graham Murdoch, IT Director at CJ Lang, a Scotland-based convenience chain that has deployed electronic shelf labels across 115 company-owned Spar stores, said the technology “gives the business an efficiency that was previously out of reach”.
Digital transformation experts note that automating repetitive tasks allows retail staff to focus on higher-value activities. Research shows that 76% of employees believe having the digital tools they need at work makes them more productive, while 53% say such tools make them more successful.
As UK supermarkets navigate intensifying competition, rising costs and changing consumer expectations, investment in digital technology has become essential to operational efficiency and long-term competitiveness. Morrisons’ full estate rollout of electronic shelf labels signals a broader industry shift towards automated, data-driven retail operations that prioritise both customer service and sustainability.
