Morrisons has launched flashing shelf labels to help customers find products quickly via their mobile phones.
Shoppers can search for items on their phone using the product finder tool on the home page of the supermarket's More Card app and select "flash price label". The app shares the in-store location, asks the customer to confirm they are in the right aisle, and then the corresponding digital shelf label flashes magenta, making it easier to spot the exact product.
A UK-first rollout
Morrisons believes the move is a first in the UK after being widely adopted in the US. The technology is being rolled out across more than 270 Morrisons stores that have the digital shelf labels installed.
The grocer said the feature was 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 install the electronic shelf labels, which can also update prices automatically and improve accuracy, it said.
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.
"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."
Industry response
Roy Horgan, UK and Ireland chief executive 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."
