Morrisons Store Staff to Focus on Customers with Digital Shelf Labels

Morrisons has rolled out digital shelf edge labels across 100 stores with Vusion, eliminating manual price updates so store colleagues can spend more time serving customers on the shop floor.

Morrisons, a supermarket chain in the UK, has transformed the in-store experience for both customers and colleagues by rolling out digital shelf-edge labels across 100 stores in partnership with Vusion, a retail technology platform. By eliminating thousands of manual paper label updates, store teams can now dedicate more time to customers rather than administrative tasks.

Previously, colleagues spent significant time manually replacing paper price tags across store shelves. With that burden removed, staff are available on the shop floor where customers need them. The rollout also introduces Pick to Light functionality, which uses flashing indicators on digital labels to guide online picking teams directly to the correct items, improving accuracy and speed for customers using click-and-collect and home delivery services.

“By digitising the shelf edge, we are using technology to enhance the customer journey while driving operational efficiency across our estate. We’ve eliminated thousands of manual paper updates, freeing up our store colleagues to focus on our customers. We are now utilising Pick to Light functionality, using flashing lights on the digital labels to guide our online picking teams directly to the correct items,” said Charlotte Rush, Senior Productivity Manager – Projects, Morrisons.

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The improvement in colleague availability directly benefits shoppers, who are more likely to find staff on hand for assistance. At the same time, faster and more accurate online order picking means fewer errors and quicker fulfilment for customers ordering groceries for delivery or collection. Vusion’s platform supports these outcomes by connecting shelf labels, AI cameras and sensors into a single network that automates pricing updates and improves inventory accuracy across the store estate.

Morrisons has signalled plans to extend the rollout beyond its current 100 stores. The programme reflects a growing shift among grocery retailers towards technology that reduces back-office complexity and returns colleague time to the customer-facing moments that shape the in-store experience.

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