Morrisons has confirmed the rollout of electronic shelf labels across all its 497 stores, replacing traditional paper labels. The supermarket chain said 10.8 million smart electronic shelf labels are being installed, making it the first large British grocer to fully digitise its pricing.
Real-time pricing and cameras
The smart labels update pricing, promotions, and Morrisons More Card loyalty discounts in real time. They also integrate with shelf-edge cameras to boost online picking accuracy and guide staff to product gaps. Morrisons said the system will eliminate paper labels throughout the store, providing clear and accurate price and product information and freeing up staff to help customers.
The rollout began earlier in 2026, and the chain said it is proceeding well. The project also includes an upgrade of in-store wi-fi infrastructure for better customer connections. VusionGroup is installing the changes, which also include a digital task management platform and trials of AI-powered shopping trolleys.
Industry context
Last year, Asda rolled out electronic shelf labels to its largest and busiest Express stores, with 250 locations now featuring the technology. Co-op upgraded its electronic shelf labels in August, enabling shoppers to tap to join its membership scheme.
Quotes from executives
Gordon Macpherson, Group Productivity Director of Morrisons, said: “As digital innovation reshapes the retail landscape, we’re constantly evaluating new technology that can help us serve customers better. We’re excited to be the first large supermarket group in the UK to introduce digital shelf edge labelling across our entire supermarket estate. This latest investment further underlines our commitment to modernising and digitising our business to deliver an enhanced shopping experience for Morrisons customers.”
Roy Horgan, CEO UK & Ireland at VusionGroup, said: “This agreement with Morrisons is a powerful example of how VusionGroup is executing on its 2027 strategic plan. 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.”
Sébastien Fourcy, SEVP EMEA at VusionGroup, said: “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.”
Summer savings
Morrisons also announced money-saving offers on seasonal favourites. Deals include a three-for-£5 offer on berries, grapes, cherries, nectarines, apples, oranges and pears throughout July and August. Other savings include a six-pack of Dairylea Dunkers Jumbo Tubes reduced from £3.29 to £1.50, and Original and Light Philadelphia Soft Cheese (165g) reduced from £2.25 to £1.35 until July 28.
There is also a two-for-£3 offer on 500ml bottles of Fever Tree Refreshingly Light Tonic Water, Light Elderflower Tonic Water, Mexican Lime Soda and Refreshingly Light Ginger Ale. A seven-pack of Penguin biscuits is now £1.25, and four-packs of Cadbury Dairy Milk Freddos, Little Bars and Cadbury Fudge Bars are all £1.25 throughout July.
Alex Paver, Morrisons’s customer value and loyalty director, said: “With school holidays meaning more meals at home and more days out, we know value matters more than ever. That’s why we have focused these savings on our Market Street fresh fruit alongside popular snacks and drinks, helping customers enjoy fresh, quality food and make the most of summer for less.”
