Morrisons has reached a major milestone in its rollout of digital shelf-edge labels, with the supermarket giant completing installations in 100 stores as it pushes ahead with one of the biggest technology upgrades across its estate. The retailer is replacing traditional paper price tags with electronic shelf-edge labels in all of its supermarkets, a move designed to improve pricing accuracy, reduce manual work for staff and speed up online grocery picking.
Rapid Nationwide Rollout
The latest milestone comes just months after Morrisons celebrated installing the technology in its 50th store, highlighting the pace of the nationwide rollout. The programme is being delivered in partnership with VusionGroup, which announced last year it would supply more than 10.8 million smart electronic shelf labels across Morrisons' 497 supermarkets. The rollout began in early 2026, making Morrisons the first major UK supermarket chain to commit to introducing the technology across its entire supermarket estate.
Benefits for Customers and Staff
Charlotte Rush, senior productivity manager – projects at Morrisons, described the achievement as "a huge testament" to the retailer's partnership with Vusion. She said digitising the shelf edge was helping to improve the shopping experience while also boosting efficiency behind the scenes. According to Ms Rush, the new system has already eliminated thousands of manual paper label changes, allowing store colleagues to spend more time helping customers instead.
Pick to Light Technology
She also highlighted the introduction of "Pick to Light" technology, which uses flashing digital labels to direct staff to the correct products when assembling online grocery orders, helping make picking faster and more accurate. She also thanked in-store teams, regional support staff and the core project team for helping the rollout reach 100 stores "at an incredible pace", adding: "Onward to the next 100 stores."
Instant Updates and Stock Management
The digital labels update instantly whenever prices or promotions change, removing the need for staff to replace paper tickets by hand and ensuring offers are displayed accurately throughout stores. The technology also enables loyalty discounts to appear immediately on shelves and works alongside digital shelf-edge cameras that identify stock gaps needing replenishment.
