Checked November 13, 2026, at 1:09 p.m. GMT (UTC). Morrisons says more than 270 of its supermarkets now have electronic shelf labels, and its new “shop to light” feature lets More Card app users make a product’s shelf label flash magenta to help them find it. The update, announced November 12, is part of a wider plan with VusionGroup to digitize pricing across all 497 Morrisons supermarkets.
Electronic shelf labels are small digital displays attached to shelf edges. They replace printed tickets and receive product and price information wirelessly from a store system. For shoppers, the most visible change is a digital price tag; behind the scenes, the system can also support offers, product finding and store tasks.
An electronic shelf label (ESL), also called a digital shelf-edge label, is a small screen fixed to a retail shelf. Many use electronic paper, or e-paper, to show a product name, price, unit price, barcode or promotion. Unlike a paper ticket, its displayed information can be changed electronically. The Bluetooth SIG describes ESLs as battery-powered e-paper displays that communicate wirelessly with a central hub.
The Morrisons–VusionGroup project is a specific retailer deployment, while the underlying label technology is used across retail. Morrisons announced in October 2025 that VusionGroup would equip its 497 supermarkets with more than 10.8 million labels. The company said they would replace traditional paper labels and help communicate More Card savings and offers at the shelf edge. Its November 2026 update provides a progress snapshot: over 270 supermarkets have labels installed.
A retailer maintains product and pricing information in its central systems. When an authorized change is made, the relevant information is sent through the store’s wireless network to the label assigned to that product. The label updates its screen, so staff do not need to print and manually replace a paper ticket for every routine change.
E-paper is useful because it can keep showing an image without continuously refreshing like a conventional screen. Labels still need power for updates and wireless communication, typically from a small battery. The exact network, battery life and display features depend on the system; Morrisons has not publicly specified every technical detail of its installation.
Matching a label to the right item is essential. Retail systems associate the displayed data with a product record and its shelf location. Morrisons says its system is intended to automate price updates and improve pricing accuracy. It also says the technology will integrate with digital shelf-edge cameras and e-commerce applications to assist replenishment and online picking.
According to Morrisons, shoppers can open Product Finder on the More Card app homepage, search for an item and choose “flash price label.” The app shares the in-store location and asks the shopper to confirm they are in the correct aisle; the corresponding label then flashes magenta. Morrisons says the feature is being rolled out in stores as digital labels are installed. It can be especially helpful where similar products sit close together, such as herbs, spices or sauces.
The light is a finding aid, not the price display itself. The label’s screen presents product and price information, while the flashing indicator helps identify a particular shelf position. Availability depends on the store’s equipment and feature rollout.
The technology can make an approved price update reach a label much faster than replacing paper tickets by hand. That does not, by itself, mean prices change continuously or automatically in response to demand. A digital label is a way to display information; a retailer’s pricing rules and decisions determine what is shown and when it changes.
Morrisons has described its rollout as a way to automate price changes and improve accuracy. Its public announcements do not say it will use the labels for demand-based or individualized pricing. Shoppers should still check the displayed shelf price and their receipt, and raise any discrepancy with store staff.
For shoppers, digital labels can make shelf prices and promotions easier to update consistently, while Product Finder adds a practical way to locate an item. For colleagues, less manual ticket replacement may free time for customer service and other store work, as Morrisons says. The labels may also connect with stock and online-picking processes, though the results will depend on how the systems are implemented in each store.
The next confirmed milestone is the broader installation plan: Morrisons’ 2025 announcement covers all 497 supermarkets, while its latest update confirms labels in over 270. The company has not provided a new completion date in the November 12 announcement. Any estimate for when an individual branch will receive the system should therefore be treated as unconfirmed.
No. Morrisons said on November 12, 2026, that over 270 supermarkets have them. Its partnership plan covers all 497 supermarkets.
The label displays information sent from the retailer’s system. The retailer’s authorized pricing process determines the price and when it changes.
In participating stores, the More Card app’s Product Finder can trigger a magenta flash to help shoppers locate a selected product.
Sources: Morrisons’ November 12, 2026 Product Finder announcement; Morrisons’ VusionGroup rollout announcement; Bluetooth SIG overview of electronic shelf labels.
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