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, 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 spells the end for staff manually replacing paper tags each time a price changes. Instead, prices can be updated remotely via a central computer system, ensuring accuracy and saving considerable time.
How the New Technology Will Work
The contract to fit a staggering 10.8 million smart ESLs has been awarded to technology firm VusionGroup. These digital labels will display up-to-date pricing and product information directly on the shelf edge.
Morrisons has highlighted several key benefits for shoppers. The system will ensure that savings and personalised offers linked to the Morrisons More Card are applied instantly and visibly at the shelf. Furthermore, the ESLs will integrate with the supermarket's existing digital shelf-edge cameras, automatically alerting staff to replenish products when gaps appear.
"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 to deliver an enhanced shopping experience."
The Wider Retail Trend
Morrisons' investment is part of a broader upgrade that includes enhancing in-store wi-fi infrastructure. Roy Horgan, VusionGroup CEO for UK and Ireland, described the agreement as a "powerful example" of the company's strategic plan.
While Morrisons is leading the charge for a full national rollout, it is not the first UK grocer to experiment with the technology. Asda introduced ESLs in 250 of its largest Express stores last year, and the Co-op upgraded its system in August to allow customers to "tap to join" its membership scheme directly from the label.
This industry-wide move towards digital shelf labelling promises greater efficiency for retailers and a more dynamic, accurate shopping experience for customers across the UK.
