VusionGroup inks deal to equip Morrisons stores with over 10.8 million electronic shelf labels
Morrisons is partnering with VusionGroup to roll-out electronic shelf labels across all of its 497 stores, becoming the first large UK supermarket group to adopt the technology across its entire estate.
VusionGroup will install 10.8 million smart electronic shelf labels in total.
These will eliminate traditional paper labels throughout the store, providfing price and product information. ESLs will also ensure Morrisons More Card savings and offers are instantly communicated to customers at the shelf edge.
The technology will integrate with Morrisons digital shelf-edge cameras, to guide colleagues to product gaps, speeding up shelf replenishment and integrating with e-commerce applications to make online picking easier and more accurate.
Morrisons will also work with VusionGroup to explore how to leverage the data generated across various initiatives, with the aim of identifying new opportunities to enhance store operations and customer experience.
The roll-out will commence in early 2026. The project will also include an upgrade of Morrisons in-store wi-fi infrastructure. It is the latest initiative in Morrisons digital technology programme, with other recent developments including the roll-out of shelf-edge cameras, the introduction of a digital task management platform and trials of AI powered shopping trolleys.
Gordon Macpherson, Group Productivity Director at Morrisons, says: “As digital innovation reshapes the retail landscape, we are constantly evaluating new technology that can help us serve customers better.”
“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.”
“This agreement with Morrisons is a powerful example of how VusionGroup is executing on its 2027 strategic plan,” says Roy Horgan, CEO UK & Ireland at VusionGroup. “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.”
“This partnership with Morrisons is a cornerstone in our strategic roadmap towards 2027 and exemplifies our commitment to driving transformation at scale,” says Sébastien Fourcy, SEVP EMEA at VusionGroup.
“By equipping all their supermarkets with our solutions, we are not only delivering immediate operational benefits, but also laying the foundation for future innovation in omnichannel retail across the UK which is key market for us in the EMEA region.”
2025 RTIH INNOVATION AWARDS
ESLs were a key focus area at the 2025 RTIH Innovation Awards.
We received a record number of entries and many fantastic examples of the continued resilience and dynamism of the retail space during hugely challenging times.
For a full rundown of all of the shortlisted entries, click here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC in Central London on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
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