Morrisons is rolling out a new in-store technology that uses flashing shelf labels to help customers locate products faster, with the feature now live in 270 stores. The 'Shop to light' system, a UK supermarket first, is being introduced just in time for Christmas shopping.
How the feature works
Shoppers using the More Card mobile app can open the Product Finder tool on the homepage, search for an item, and select 'flash price label'. The app then shares the in-store location and asks the customer to confirm they are in the right aisle before the corresponding digital shelf label flashes magenta.
The technology is already popular in the United States and is being rolled out exclusively to Morrisons stores as they are fitted with digital shelf-edge labels. The supermarket said the feature is "ideal for navigating high-density product aisles like herbs, spices, or sauces, as well as locating popular seasonal items such as cranberry sauce".
Partnership with Vusion
Morrisons has partnered with Vusion to digitise pricing across its entire supermarket estate, using electronic shelf labels to automate price updates and improve pricing accuracy. The supermarket added that "Shop to light is the latest demonstration of how digital innovation in-store is improving the customer experience and giving customers more reasons to shop at Morrisons".
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."
Retail innovation
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 has been a fantastic partner in embracing innovation, and we are incredibly proud to be working together to help shape the future of retail."
The feature has been introduced in over 200 stores, with Morrisons aiming to make Christmas shopping easier for customers across the UK.
