Morrisons has rolled out flashing shelf labels across more than 270 of its UK stores in what it describes as a UK first, helping customers pinpoint products more quickly.
Shoppers can search for an item through the product finder tool on the homepage of the supermarket's More Card app and select "flash price label." The app then displays the in-store location and prompts the customer to confirm they are in the correct aisle before the corresponding digital shelf label flashes magenta, making it easier to identify the exact product required.
Technology adopted from the US
Morrisons believes the initiative represents a UK first after the technology was extensively adopted in the United States. The feature is being deployed across stores that have the digital shelf labels fitted.
The grocer said the tool is particularly useful for navigating densely packed aisles such as herbs, spices or sauces, as well as finding popular seasonal items like cranberry sauce.
Partnership with Vusion
Morrisons has collaborated with Vusion to install the electronic shelf labels, which can also update prices automatically and enhance accuracy, the company 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."
Roy Horgan, UK and Ireland chief executive at Vusion, commented: "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."
