Morrisons has launched a major new technology partnership with VusionGroup to roll out electronic shelf labels (ESLs) across its entire supermarket estate, in an industry first move.

The new initiative will see the supermarket giant become the first major UK grocer to fully digitise pricing and shelf-edge communication in stores.

The move will see 10.8 million smart electronic shelf labels installed across all 497 Morrisons supermarkets, axing paper price tags and automating the entire process.

The rollout is set to begin in early 2026, at which point the digital labels will display real-time pricing, promotions and Morrisons More Card offers.

It is understood that this will also link with retailer’s shelf-edge cameras to guide staff to empty shelves, speed up replenishment and improve online order picking accuracy.

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The project will include an upgrade of in-store Wi-Fi infrastructure, improving digital connectivity for both shoppers and colleagues.

“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 estate.”

VusionGroup CEO Roy Horgan added that the deal “builds a platform for transformation” that will evolve with Morrisons’ digital ambitions, while SEVP EMEA Sébastien Fourcy described the partnership as “a cornerstone in our roadmap towards 2027,” setting a foundation for future omnichannel innovation across the UK.

The investment comes amid Morrisons’ broader digital modernisation push, which has included AI-powered trolley pilots, digital task management, and the previous expansion of shelf-edge camera technology trials.