Morrisons Achieves UK First With Electronic Shelf Labelling Plan
- gillmcshane
- 23 hours ago
- 2 min read
The retailer will become the first large supermarket group in the UK to introduce digital shelf edge labelling across its entire supermarket estate when the technology rolls out in early 2026.
Morrisons plans to digitise pricing across all 497 stores through a partnership with French tech company VusionGroup, which will install over 10.8 million electronic shelf labels (ESLs) throughout its store network.
By eliminating traditional paper labels, the ESLs will allow for real-time pricing, product, and promotional updates, improved accuracy and efficiency of online order picking, and will free up staff from changing paper labels.
Morrisons More Card and other promotions will be updated and displayed instantly for shoppers as they browse the shelves.
Automating and streamlining these store processes means Morrisons employees will be able to concentrate on customer service, the retailer said in a press release.
The new technology will integrate with Morrisons AI digital shelf-edge cameras to guide colleagues to product gaps, speed up shelf replenishment, and integrate with e-commerce applications.
Morrisons said it will work closely with VusionGroup to leverage the generated data in order to identify new opportunities to enhance store operations and customer experience.
Ongoing Digital Development
The project also includes an upgrade of Morrisons in-store wi-fi infrastructure to deliver an improved in-store wi-fi experience for customers and support Morrisons ongoing digital development.
“This latest investment further underlines our commitment to modernising and digitising our business to deliver an enhanced shopping experience for Morrisons customers,” explained Gordon Macpherson, Group Productivity Director at Morrisons.
Indeed, ESLs mark only the latest initiative in Morrisons digital technology programme.
Last month Morrisons announced it is trialling AI-powered shopping trolleys from Instacart, in addition to adopting a cutting-edge AI data tool to power smarter decisions across ranging, merchandising, pricing and promotional decisions.
Earlier this year the retailer became the first supermarket in the country to trial aisle roaming robots that assist staff on the shop floor.