Morrisons has announced that it will roll out electronic shelf labels (ESLs) across all of its 497 supermarkets.

The retailer says it is the first large UK supermarket group to adopt the technology across its entire store estate.

The supermarket has partnered with retail technology company VusionGroup on the rollout of around 10.8 million ESLs across Morrisons stores.

Morrisons said ESLs 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 employees so they can concentrate on customer service.

The company added that ESLs will also ensure Morrisons More Card savings and offers are instantly communicated to customers at the shelf edge.

The rollout of the new digital labelling system will start early next year.
The new technology will integrate with Morrisons digital shelf-edge cameras, which the supermarket said will efficiently guide employees to product gaps and speed up shelf replenishment.

The technology will also integrate with e-commerce applications which Morrisons said will make online picking easier and more accurate.

Morrisons added it will also work closely with VusionGroup to explore how to leverage the data generated across various initiatives and identify new opportunities to enhance store operations and customer experience.

As part of the project, Morrisons will also upgrade its in-store wi-fi infrastructure to improve the customer experience and support ongoing digital initiatives.

The move forms part of Morrisons’ wider digital technology programme, with other recent developments including the rollout of shelf-edge cameras, the introduction of a digital task management platform, and trials of AI-powered shopping trolleys.

“As digital innovation reshapes the retail landscape we’re constantly evaluating new technology that can help us serve customers better,” said Gordon Macpherson, group productivity director of Morrisons. “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.”

Several other UK supermarkets have recently installed similar technology.

Earlier this month, Asda installed ESLs across all 250 of its express stores, while Currys announced last month it would install them in all stores in September.

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