Morrisons Daily in Kingsthorpe is a convenience store operated by Freedom Convenience, with 3,200 electronic shelf labels (ESLs) across the store. ShelfTalker was brought in by KOEL as a solution partner to support the rollout, working alongside MSP Systems as the store’s POS provider.
For a store with thousands of products and constantly changing promotions, managing the shelf edge with paper tickets can quickly become a headache. Tickets need to be printed, changed and kept consistent across the store, while promotions and meal deals need to be clearly communicated to customers.
The move to ESLs gave Morrisons Daily Kingsthorpe an opportunity to take that frustration away and replace it with a more flexible, consistent and manageable way of controlling what appears on the shelf.
“The move away from paper tickets has made a real difference to the way we manage the store. With 3,200 labels, keeping everything updated and consistent was a constant job, particularly when promotions and pricing were changing.”
Morrisons Daily Kingsthorpe
The Challenge
With 3,200 shelf labels across the store, keeping paper tickets up to date was a significant ongoing task. Prices change, promotions come and go, meal deals need to be refreshed, and reduced products need to be communicated to customers. Every change creates another opportunity for tickets to become out of date, inconsistent or difficult to manage.
The store also wanted more than a straightforward replacement for paper. Its ESLs needed to reflect the Morrisons Daily brand and support the different types of messaging used across the shop floor.
That meant finding a way to create clean, consistent templates for standard pricing, sales, promotions, and meal deals using ESL software, while still giving the team flexibility to create displays around specific requirements.
There was also a need for greater control over which products were associated with promotional displays. A product could sit alongside a promotion without actually forming part of the offer. For example, a Red Bull can could appear next to a meal deal display while remaining outside the meal deal itself.
With thousands of labels to manage, the store needed to move away from a system where changes meant physically replacing tickets and towards one where information could be managed quickly and accurately at product level.
“ShelfTalker has taken a lot of that frustration away. We now have clean, on-brand templates for our promotions and meal deals, and we can control exactly what is displayed at product level. Updates are much easier to manage and the shelf edge looks far cleaner and more modern.”
Morrisons Daily Kingsthorpe
The Solution
ShelfTalker developed a suite of Morrisons Daily branded templates designed around the way the Kingsthorpe store operates using ESL software.
The templates cover everyday pricing, sales, promotions, and meal deals, alongside bespoke formats created around the store’s requirements. This means the shelf edge can remain consistent and recognisably on brand without the team having to start from scratch every time a new type of promotion is required.
Crucially, ShelfTalker’s ESL software gives the store **control over individual products** and the information displayed alongside them. Products can be assigned to specific templates, meaning a supporting product can appear next to a promotion without being incorrectly included in the offer.
For the team, this removes much of the frustration associated with constantly changing paper tickets. Rather than printing and replacing individual pieces of paper, updates can be **managed digitally**, making it easier to keep the store accurate, consistent and looking smart.
The result is a shelf edge that is cleaner and more modern, while giving the team a considerably easier way to manage pricing and promotional messaging across 3,200 labels.
“The reduced-product functionality has also been really useful. Being able to direct customers towards the reduced section gives those products greater visibility and makes it easier for customers to find them. ShelfTalker has made the whole process much easier for the team and has given us a much smarter way to manage the shelf edge.”
Morrisons Daily Kingsthorpe
Making Reduced Stock Easier to Find
The ShelfTalker ESL software solution also works alongside MSP Systems and Gander to bring reduced-product information into the ESL workflow.
Reduced products can be identified ahead of their arrival in the reduced section, allowing the relevant ESL to be updated with information directing customers towards the stock.
Previously, a customer seeing a product on the shelf would have no obvious reason to continue looking for it elsewhere in the store. The new approach creates a clearer journey from the product to the reduced section, giving **reduced stock** greater visibility and helping customers find available bargains more easily.
For the store, that visibility can help products sell before they become waste, reducing losses while encouraging customers to explore the reduced section and consider other products.
The Result
For Morrisons Daily Kingsthorpe, the move to ESLs has been about much more than replacing paper tickets.
The store now has a digital shelf-edge system covering 3,200 ESLs, with a library of branded templates that can be used across everyday pricing, sales, promotions, and meal deals. Changes can be made digitally within minutes rather than relying on a constant cycle of printing and replacing paper tickets, while product-level control gives the team greater flexibility over what customers see.
The shelf edge is cleaner, more consistent and more modern, while the day-to-day process of managing pricing and promotions is easier for the store team.
The Gander integration adds further value by bringing reduced-product information into the same workflow, helping the store make reduced stock more visible and giving customers clearer directions to the reduced section.
What began as a need to move away from the limitations of paper tickets has therefore become a more flexible way for Morrisons Daily Kingsthorpe to manage its entire shelf-edge experience, from everyday pricing through to promotions, meal deals and reduced stock.
