Morrisons has rolled out flashing shelf labels across its stores in what it describes as a UK-first move designed to help More Card app users find products more quickly.
The supermarket has introduced the new labels as part of a change that lets customers search for items on their phone using the product finder tool on the home page of the More Card app. Shoppers can select "flash price label," and the app will share the in-store location of the item before asking the customer to confirm they are in the correct aisle.
How the new feature works
The corresponding digital label then flashes magenta, making it easier for the customer to spot the exact product they want. Morrisons 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.
The supermarket believes the new rollout of the technology, which is taking place across 270 Morrisons stores, is the first of its kind in the UK, after being widely adopted in the US. As part of the move, Morrisons said it had partnered with Vusion to install the electronic shelf labels, which can also update prices automatically and improve accuracy.
Partnership with Vusion
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, 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."
