Morrisons is set to wave goodbye to traditional paper price tags, announcing a major technological overhaul that will see digital screens replace printed labels in every one of its stores.
A Digital Revolution on the Shelves
The supermarket giant, which operates 497 stores across the UK, has confirmed it will begin installing electronic shelf labels (ESLs) from early 2026. This ambitious move will make Morrisons the first major UK supermarket group to implement the technology chain-wide.
This shift marks the end of an era for the manual task of replacing paper tags. Instead, staff will be able to update prices remotely via a central computer system. The initiative involves fitting a staggering 10.8 million smart ESLs, supplied by technology partner VusionGroup.
Benefits for Shoppers and Staff
According to Morrisons, the new system will bring several key advantages. It will ensure that savings and personalised offers linked to the Morrisons More Card are applied instantly and displayed clearly at the shelf edge.
The digital labels will also integrate with the grocer's existing shelf-edge camera technology. This synergy will help direct staff to restock products more efficiently by highlighting gaps on shelves, allowing employees to focus more on assisting customers.
"We're excited to be the first large supermarket group in the UK to introduce digital shelf edge labelling across our entire supermarket estate," said Gordon Macpherson, Morrisons' group productivity director. "This latest investment underlines our commitment to modernising and digitising our business."
Infrastructure and Industry Context
To support the new technology, Morrisons is upgrading its in-store wi-fi infrastructure. Roy Horgan, CEO of VusionGroup for UK and Ireland, described the agreement as a "powerful example" of the company's strategic plan, building a transformative platform for clients.
While Morrisons is leading the charge for a full national rollout, it is not the only retailer exploring this tech. Last year, Asda introduced ESLs in 250 of its largest Express stores, and the Co-op upgraded its system in August to allow customers to "tap to join" its membership scheme directly from the labels.
The widespread adoption of electronic shelf labels signals a significant step towards a more dynamic, efficient, and digitally integrated future for British grocery retail.
