Morrisons shopper ‘will notice’ major change in 497 stores in 2026
Chain is becoming the first major UK supermarket to phase out traditional item
Morrisons, the supermarket giant with 497 stores nationwide, has announced a significant change for UK shoppers: the phasing out of printed shelf labels. The retailer plans to replace these with electronic shelf labels (ESLs), marking an end to an era.
The move, set to begin in early 2026, will make Morrisons the first major UK supermarket chain to implement this technology across all its stores.
This cutting-edge technology allows staff to update product prices remotely via a computer, doing away with the need for traditional paper price tags and their constant replacement due to price changes.
VusionGroup is tasked with installing 10.8 million smart ESLs in Morrisons supermarkets. These digital labels will replace the old paper ones throughout the store, providing accurate, real-time price and product information.
This automation of a previously manual task will free up staff to concentrate more on customer service, according to the retailer.
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. The new system will also work in tandem with the supermarket’s digital shelf-edge cameras, helping staff identify gaps in product placement.
Gordon Macpherson, Morrisons’ group productivity director, revealed: “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.”
The supermarket is also upgrading its in-store wi-fi infrastructure as part of the scheme. Roy Horgan, VusionGroup CEO for UK and Ireland, commented: “This agreement with Morrisons is a powerful example of how VusionGroup is executing on its 2027 strategic plan.”
He added: “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.”
Last year, Asda rolled out ESLs to its largest and busiest Express outlets, with 250 branches now featuring the new technology. Meanwhile, Co-op upgraded its ESLs in August to enable customers to “tap to join” its membership programme.
