Key Highlights
- Morrisons, a UK supermarket giant, is set to become the first large supermarket group in the country to roll out digital shelf labels across all of its stores.
- The partnership with VusionGroup will see the installation of 10.8 million electronic shelf labels (ESLs) across Morrisons’ full estate of 497 supermarkets, starting in early 2026.
- This move is part of Morrisons’ wider digital technology strategy and aims to improve pricing accuracy and streamline operations for better customer service.
- VusionGroup CEO Roy Horgan emphasized the strategic importance of this partnership towards their 2027 goals.
Revolutionizing Retail with Digital Technology
Morrisons, a renowned UK supermarket chain based in Bradford, is poised to make history by becoming the first large-scale supermarket group in the United Kingdom to implement digital shelf labels across its entire store network. This significant initiative marks a major step forward in retail innovation and customer service enhancement.
Partnering with VusionGroup
The adoption of this cutting-edge technology is being facilitated through a strategic partnership with VusionGroup, an expert in electronic shelf labelling (ESL). According to the agreement, 10.8 million ESLs will be installed across Morrisons’ full estate of 497 supermarkets. This ambitious rollout is scheduled to commence in early 2026 and promises to revolutionize the way prices are displayed and managed within the retail environment.
Enhancing Customer Experience
The implementation of digital shelf labels will not only improve pricing accuracy but also streamline operations, ensuring that Morrisons customers receive clear and accurate price information at all times. Additionally, these ESLs will be capable of automating updates, making it easier to reflect any changes or promotions in real-time. This feature is particularly beneficial for the supermarket’s loyalty program, as Morrisons More Card savings and offers can now be instantly visible to shoppers.
Furthermore, the integration with Morrisons’ digital shelf-edge cameras will facilitate faster identification of product gaps, streamlining the replenishment process and ensuring that shelves remain well-stocked. This technological advancement is also designed to support broader e-commerce operations by making online order picking more efficient, thus enhancing the overall shopping experience for customers.
Strategic Investment in Digital Transformation
Gordon Macpherson, Group Productivity Director at Morrisons, highlighted the company’s commitment to modernizing and digitizing its business. He stated, “As digital innovation reshapes the retail landscape, we are constantly evaluating new technology that can help us serve customers better. We are 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 strategic investment underscores Morrisons’ dedication to staying ahead of industry trends and delivering an enhanced shopping experience for its customers.
According to Roy Horgan, CEO UK and Ireland at VusionGroup, this agreement with Morrisons is a powerful example of how their platform can drive transformation across the retail sector.
He noted, “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 advanced solutions, VusionGroup aims to deliver immediate operational benefits while laying the foundation for future innovation in omnichannel retail within the UK.
Moreover, the rollout will include an upgrade to Morrisons’ in-store Wi-Fi infrastructure, aiming to improve connectivity for customers and supporting broader digital development across the business. This move forms part of a wider digital technology strategy that already includes the introduction of shelf-edge cameras, a digital task management platform, and trials of AI-powered shopping trolleys.
Sébastien Fourcy, SEVP EMEA at VusionGroup, emphasized the strategic importance of this partnership for their 2027 goals. He stated, “By equipping all their supermarkets with our solutions, we are not only delivering immediate operational benefits but also laying the foundation for future innovation in omnichannel retail across the UK, which is key market for us in the EMEA region.” This forward-thinking approach by both companies signals a significant shift towards digital transformation within the retail industry.
Conclusion
The adoption of digital shelf labels represents a pivotal moment for Morrisons and the broader retail sector. As Morrisons leads the charge, other supermarket chains may well follow suit, paving the way for a more efficient and customer-centric shopping experience. The partnership with VusionGroup is not only a strategic move but also a testament to the potential of technology in transforming traditional retail practices.
