Morrisons is partnering with VusionGroup to roll out electronic shelf labels (ESLs) across all of its 497 supermarkets.
Whilst Lidl and several convenience store chains have adopted the technology, Morrisons will become the first of the traditional multiples to use ESLs across its core estate.
VusionGroup will install 10.8 million smart ESLs in Morrisons supermarkets to replace old-fashioned paper labels. In addition to providing accurate price and product information, the retailer noted that automating the shelf labelling process will free up staff time to focus on customer service. Meanwhile, the ESLs will ensure its loyalty card offers are instantly communicated to shoppers at the shelf edge.
Morrisons highlighted that the new technology will integrate with its digital shelf-edge cameras to guide staff to product gaps, speeding up shelf replenishment. It will also integrate with e-commerce applications to make online picking easier and more accurate.
The supermarket noted that it plans to work closely with VusionGroup to explore how to leverage the data generated across various initiatives, “identifying new opportunities to enhance store operations and customer experience”.
The rollout of the new digital labelling system across the Morrisons supermarket estate will commence early next year. The project will include an upgrade of the group’s in-store wi-fi infrastructure, delivering an improved in-store experience for its customers and supporting the digital development.
Morrisons stated that the adoption of VusionGroup’s digital labelling solution was the latest initiative in its digital technology programme, with other recent developments including the rollout of shelf-edge cameras, the introduction of a digital task management platform, and trials of AI-powered shopping trolleys.
“As digital innovation reshapes the retail landscape, we’re constantly evaluating new technology that can help us serve customers better,” said Gordon Macpherson, Group Productivity Director of Morrisons.
“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.”
Sébastien Fourcy, SEVP EMEA at VusionGroup, added: “This partnership with Morrisons is a cornerstone in our strategic roadmap towards 2027 and exemplifies our commitment to driving transformation at scale.
“By equipping all their supermarkets with our solutions, we’re not only delivering immediate operational benefits, but also laying the foundation for future innovation in omnichannel retail across the UK, which is a key market for us in the EMEA region.”
NAM Implications:
- Should increase in-store service level, providing staff ‘freed up‘ by ESL will be redeployed in-store.
- Should result in an improved shopping experience.
- Should minimise shopper hesitation via improved shelf price-accuracy,
- Should ensure most shopper-whims/impulse needs are satisfied via on-shelf gap-filling,
- Should time permit, in a race against the clock.
- Should remember to cross fingers…
