Morrisons has introduced a UK supermarket first with a new in-store technology feature designed to help customers locate products more quickly. The 'shop to light' feature uses blinking electronic shelf labels, installed by Vusion, to guide shoppers to the exact items they need.
How the feature works
To use the feature, customers open the Product Finder tool on the homepage of their More Card app, search for the product they need and select 'flash price label'. The app then shares the in-store location, asks the customer to confirm they are in the right aisle, and the corresponding digital shelf label flashes magenta to help the shopper spot the product.
The technology, already popular in the US, is being rolled out exclusively to Morrisons stores as they are fitted with digital shelf edge labels.
Christmas convenience
Morrisons said the tool takes the guesswork out of finding the right product, helping customers get everything they need for the festive season with less time spent browsing aisles. The feature is said to be suitable for navigating high-density product aisles like herbs, spices, or sauces, as well as locating popular seasonal items such as cranberry sauce.
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.
Industry reaction
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."
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."
