Morrisons rolls out ESL

UK supermarket Morrisons is partnering with VusionGroup to roll-out 10.8 million electronic shelf labels across all of its 497 supermarkets

ESL will eliminate traditional paper labels throughout the store, providing clear and accurate price and product information and automating a repetitive manual task to free up colleagues to concentrate on customer service. It will also ensure Morrisons More Card savings and offers are instantly communicated to customers at the shelf edge.

The new technology will integrate with Morrisons digital shelf-edge cameras, to efficiently guide colleagues to product gaps, speeding up shelf replenishment and integrating with ecommerce applications to make online picking easier and more accurate.

The project will also include an upgrade of Morrisons in-store wi-fi infrastructure, delivering an improved in-store wi-fi experience for customers and supporting Morrisons ongoing digital development.

Gordon Macpherson, group productivity director of Morrisons, said: “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 latest investment further underlines our commitment to modernising and digitising our business to deliver an enhanced shopping experience for Morrisons customers.”