Morrisons has become the first supermarket in the UK to introduce a 'shop to light' feature that uses flashing electronic shelf labels to help shoppers locate products more quickly.
The technology, rolled out through the grocer's More loyalty app, is designed to cut down shopping time by sharing the in-store location of items. Customers can access the 'Product Finder' tool on the More app homepage, search for a product and select the 'flash price label' option, which causes the corresponding shelf label to begin flashing.
How the 'Shop to Light' Feature Works
The feature is already said to be popular in the US. Morrisons partnered with Vusion, the AI firm it worked with to install electronic shelf labelling (ESLs), to bring the technology to the UK. It will be rolled out exclusively across 270 of the supermarket's stores in time for the Christmas period.
According to the grocery chain, the feature will be 'ideal' for navigating high-density product aisles like herbs, spices or sauces, and will also come in handy when searching for popular seasonal items like cranberry sauce.
Morrisons Says Tech Improves Customer Experience
Morrisons has said the feature marks the 'latest demonstration' of how it is using digital innovation to improve the in-store customer experience, helping to give customers 'more reasons to shop' with the supermarket giant.
Gordon Macpherson, Group Productivity Director at Morrisons, 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."
He added: "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 Supermarkets Improving In-Store Experience
Roy Horgan, UK & Ireland CEO at Vusion, said: "Technology has a huge role to play in making the shopping journey simpler, faster and more enjoyable for customers. 'Shop to light' is a great example of how we can help customers find what they need while making stores more seamless."
Morrisons is not the only UK supermarket looking to improve the in-store customer experience. Asda's newly appointed CEO David Potts recently announced major changes with 'immediate effect' this week, urging General Managers to focus on areas most important to customers, with calls for more full-service checkouts to help those completing larger shops to access help from colleagues when they need it.
Stores will also ensure that staffed checkout tills will be open more of the time and always available from at least 8am, alongside self-scan checkouts and scan and go checkouts with colleagues available to assist.
