Morrisons has become the first UK supermarket to introduce flashing electronic shelf-edge labels designed to help shoppers locate specific products. The technology connects the Morrisons More Card loyalty app to the store's electronic shelf-edge labels, allowing customers to trigger a flashing label that directs them to the item they need.
The retailer first revealed plans for the feature in September, but had not shared an exact launch date, according to the Grocer. It has now confirmed that the 'shop to light' technology will go live across all 270 Morrisons supermarkets currently fitted with electronic shelf-edge labels (ESLs) before Christmas.
How the 'shop to light' technology works
According to Morrisons, opening the tool to customers will be "ideal" for navigating notoriously tricky "high density aisles" packed with small items, such as herbs and spices. The system is powered by retail tech firm Vusion Group and is already used by major US chains such as Walmart, but this rollout marks the first time it has been deployed on a full scale across the UK.
Morrisons group productivity director Gordon Macpherson said: "We know that Christmas is one of the busiest times of the year for our customers, and we're always looking for new ways to make their shopping experience as easy and convenient as possible. Our new 'shop to light' feature is a great example of how we're using technology to make a real difference in store, helping our customers find the products they need quickly, whether they're shopping for their Christmas dinner or just popping in to pick up a few last-minute essentials."
Other UK grocers exploring smart shelf technology
Morrisons is not the only major UK grocer eyeing smart shelf technology. M&S has previously trialled a similar 'pick to light' concept within its wine aisles, while Tesco, which began rolling out Vusion's electronic labels to 3,000 of its largest Express convenience stores in June, has also highlighted the system's potential to simplify online order picking.
Morrisons also made headlines last week when it revealed its Christmas advert for 2026. The advert is a re-telling of Goldilocks and the Three Bears, with Baby Bear all grown up and bringing a guest over for Christmas. His parents are seen frantically scouring the shelves of Morrisons to get everything ready for the big day, and when he arrives at the door, his date is Goldilocks herself. The Bear family welcome her at their table, where "Goldie" jokes that the meal is "a bit too hot for me".
