Morrisons is the latest supermarket to incorporate electric shelf labels to boost customer experience.
Just weeks after Asda rolled out the system in 250 Express convenience shops, Morrisons has teamed up with VusionGroup to fit more than 10 million digital price tags across 497 stores.
This move makes Morrisons the first large UK supermarket group to adopt the new labels across its entire supermarket estate.
The huge project will kick off in early 2026 and will see traditional paper labels completely replaced with smart electronic displays.
The digital labels will show prices and product details, updating automatically whenever changes are needed.
Morrisons hopes to transform how stores operate by getting rid of the tedious job of manually changing price labels.
Staff won’t need to spend hours updating paper tags anymore, meaning they can concentrate on customer service.
What’s more, the smart labels will instantly display Morrisons More Card deals and special offers right where shoppers need to see them.
More than 10 million digital price tags will be fitted on shelves
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MORRISONS
They will work together with digital cameras already installed on shelves to spot gaps in stock quickly, making restocking faster and more efficient.
Online shopping will get a boost too, as the system helps staff pick orders more accurately by guiding them to the right products.
The project will also bring better Wi-Fi to all Morrisons shops, giving customers improved connectivity while they browse the aisles.
The new electronic labels are part of Morrisons’ wider push into digital technology, with another recent development including trials of AI-powered shopping trolleys.
‘We’re constantly evaluating new technology that can help us serve customers better’
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MORRISONSAs the supermarket further explores technological initiatives, Morrisons has promised to work closely with VusionGroup to “leverage” the data generated by these systems.
The aim is to “identify new opportunities to enhance store operations and customer experience”, the supermarket told shoppers.
Group productivity director of Morrisons, Gordon Macpherson, said: “As digital innovation reshapes the retail landscape, we’re constantly evaluating new technology that can help us serve customers better.
“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.”
UK and Ireland CEO at VusionGroup, Roy Horgan, 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.”
As well as digitising pricing, Morrisons hopes to boost the shopper experience with an improved delivery service.
Promising to “make everyday moments easier”, the supermarket has launched Morrisons Now, which brings fresh groceries to your door in just one hour.
Ideal for “busy” Britons, the speedy service accounts for “unexpected guests or sudden cravings”.