The supermarket will be the first major UK supermarket group to introduce the new technology across its entire estate, with the move set to be rolled out in early 2026
Ben Test Hurst-BM and Ben Hurst
15:49, 23 Oct 2025
Morrisons supermarket has made a significant change for UK shoppers(Image: PaulMaguire via Getty Images)
Morrisons supermarket has declared a significant change for UK shoppers, as it plans to phase out printed shelf labels. The large-scale retailer, which operates 497 stores across the country, will replace traditional price tags with electronic shelf labels (ESLs).
This move, scheduled to commence in early 2026, will position Morrisons as the first major UK supermarket chain to fully adopt this technology. The innovative system enables staff to remotely adjust product prices via a computer, eliminating the need for conventional paper price labels and their frequent replacement due to price fluctuations.
VusionGroup is set to install 10.8 million smart ESLs in Morrisons supermarkets. These digital labels will supersede the old-fashioned paper ones throughout the store, providing precise and up-to-date price and product information.
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This automation of a repetitive task will allow staff to focus more on customer service, according to the retailer, reports the Mirror. Morrisons has stated that the ESLs will ensure instant communication of savings and offers from the Morrisons More Card to customers at the shelf edge. Additionally, the new technology will be integrated with the supermarket’s digital shelf-edge cameras, assisting workers in identifying product gaps.
Morrisons‘ group productivity director, Gordon Macpherson, has announced: “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.”
As part of this new initiative, the supermarket is also upgrading its in-store wi-fi infrastructure as a key component of Morrisons‘ digital technology programme. Roy Horgan, VusionGroup CEO for UK and Ireland, said: “This agreement with Morrisons is a powerful example of how VusionGroup is executing on its 2027 strategic plan.”
He continued, “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.”
Earlier this month, Asda introduced ESLs to its largest and busiest Express stores, now boasting 250 stores equipped with the new technology. In August, Co-op also updated its ESLs, enabling shoppers to “tap to join” its membership scheme.