Morrisons is to roll out electronic shelf edge labels across all of its supermarkets.
Beginning early 2026, Morrisons will begin to install the technology in 497 of its supermarkets, in partnership with French tech firm Vusion Group.
While it is the latest grocer to announce a full rollout with Vusion, following the Co-op and Asda Express, it is the first of the traditional big four UK to announce plans to install the tech in all of its supermarket, marking a significant milestone in the uptake of the over 30-year-old technology.
Morrisons will have more than 10.8 million individual ESLs across its estate once the rollout is complete. As well as the productivity savings from eliminating paper labels, if installed correctly ESLs will enable Morrisons to update and display More Card and other promotions in real time, freeing up colleagues “to concentrate on customer service”.
Based on Vusion’s concept of the “connected shop”, the technology will also integrate with Morrisons AI shelf edge cameras, already installed across its estate, to help improve avilability in stores. To facilitate the rollout Morrisons will also upgrade its in-store wifi infrastructure.
As the rollout progresses, Morrisons will gain access to Vusion’s vast pool of data, which it will use to improve the running of its stores.
“As digital innovation reshapes the retail landscape we’re constantly evaluating new technology that can help us serve customers better,” said Morrisons group productivity director Gordon Macpherson.
“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.”
More UK supermarkets adopting ESLs
The traditional supermarkets have revived their interest in ESLs recently as a way to mitigate the cost pressures of high inflation. Improvements in the technology also make rollouts more efficient.
Morrisons has been trialling the technology at a small number of its supermarkets over the last year, including its Kirkstall superstore in Leeds. Sainsbury’s and Waitrose have also previously confirmed they are trialling Vusion’s SES Imagotag system.
Discounters Aldi and Lidl have been early UK adopters of the tech, with both rolling them out across their estates stores starting in 2023.
Asda previously installed 25,000 ESLs into its Stevenage superstore in 2020, in what was billed at the time as the “biggest ever” ESL trial, but the pilot was quietly ended in 2023.
Safeway, which was acquired by Morrisons in 2004, announced plans for a trial as far back as 2002, but it never happened.
The addition of ESLs is one of a number of recent technology moves aimed at enhancing its stores, as Morrisons looks to breathe new life into Rami Baitiéh’s turnaround plan.
In September, Morrisons announced plans to trial AI-powered digital shopping trollies developed by US company Instacart in 2026, as revealed by The Grocer.
Later that month, the supermarket launched a new AI-powered category management tool, billed internally as having the potential to be “fairly transformational” in its ability to use data to improve ease of shop in stores.
“This agreement with Morrisons is a powerful example of how VusionGroup is executing on its 2027 strategic plan,” said Roy Horgan, Vusion Group UK & Ireland CEO.
“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.”
Sébastien Fourcy, SEVP EMEA at VusionGroup, said: “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 our solutions, we’re not only delivering immediate operational benefits, but also laying the foundation for future innovation in omnichannel retail across the UK which is a key market for us in the EMEA region.”
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