Morrisons has become the first supermarket in the UK to roll out flashing electronic shelf-edge labels that help shoppers locate products. The feature, named 'shop to light', links the Morrisons' More Card loyalty app to electronic shelf-edge labels (ESLs).
Shoppers search for an item on the app, and the corresponding flashing label guides them directly to the product on the shelf.
Rollout Across All 270 ESL-Equipped Stores
Morrisons first revealed its plans to introduce the feature in September, though the retailer had not previously confirmed a precise launch date, according to the Grocer. The supermarket has now announced that the technology will be rolled out across all 270 Morrisons stores currently equipped with ESLs before Christmas.
According to Morrisons, the tool will be particularly "ideal" for navigating notoriously tricky "high density aisles" packed with small items, such as herbs and spices.
Technology Developed by Vusion Group
Developed by retail technology firm Vusion Group, the system is already widely used by major American retailers such as Walmart, but this rollout represents the first full-scale deployment of the technology across the UK.
"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," said Morrisons group productivity director Gordon Macpherson.
"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 Exploring Smart Shelf Tech
Morrisons is not the only major British supermarket with its eye on 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 packaging.
Meanwhile, Morrisons also grabbed attention last week when it unveiled its Christmas advert for 2026. It is a fresh retelling of Goldilocks and the Three Bears — only this time, Baby Bear has grown up and is bringing a guest home for Christmas. His parents are shown frantically searching the aisles of Morrisons to ensure everything is prepared for the special occasion.
When he answers the door, his date turns out to be none other than Goldilocks herself. Naturally, the Bear family don't frighten their visitor away — instead welcoming her to their table, where "Goldie" jokes that the meal is "a bit too hot for me".
