Copyright manchestereveningnews
Morrisons supermarkets has declared the end of an era for UK shoppers as it plans to phase out printed labels on shelves. The retail giant, which operates 497 stores across the country, has revealed that customers will soon be greeted with electronic shelf labels (ESLs) when shopping for groceries. The initiative, set to commence in early 2026, will position Morrisons as the first major UK supermarket group to adopt this technology throughout its entire estate. This innovative technology enables staff to remotely update product prices via a computer, eliminating the need for traditional paper price labels and their subsequent replacement each time a price fluctuates. VusionGroup is set to install 10.8 million smart ESLs in Morrisons supermarkets. These ESLs will take the place of conventional paper labels throughout the store, providing precise and up-to-date price and product information, and automating a repetitive task, thus allowing staff to focus more on customer service, according to the retailer. The supermarket chain stated that ESLs will ensure that savings and offers from the Morrisons More Card are instantly communicated to customers at the shelf edge. The new technology will also integrate with the grocer's digital shelf-edge cameras, guiding workers to product gaps. Morrisons' group productivity director, Gordon Macpherson, has announced: "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." As part of this initiative, the supermarket's in-store wi-fi infrastructure is being updated. Roy Horgan, VusionGroup CEO for UK and Ireland, said: "This agreement with Morrisons is a powerful example of how VusionGroup is executing on its 2027 strategic plan." He continued, "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." Earlier this month, Asda introduced ESLs to its largest and busiest Express stores, with 250 stores now equipped with the new tech. Meanwhile, Co-op updated its ESLs in August to allow shoppers to "tap to join" its membership scheme.
