Morrisons has introduced a new rule for shoppers in more than 270 stores across the UK, aiming to help customers find products quickly via their mobile phones.
Under the new scheme, shoppers can search for a specific product using the More Card loyalty app's 'product finder tool'. The app then shares the in-store location and asks the customer to confirm whether they are in the right aisle. Once confirmed, the corresponding digital shelf label flashes magenta, making it easier for shoppers to locate the exact product.
How the 'shop to light' feature works
The grocer said the feature is ideal 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 install the electronic shelf labels, which can also update prices automatically and improve accuracy, it said.
Industry reaction and pricing context
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.”
Andrew Opie, director of food and sustainability at the British Retail Consortium (BRC), said: "Digital pricing displays are simply a way of updating and checking thousands of prices in a fast and cost-effective way, so they can continue to offer great value for customers."
In April this year, the Bank of England warned that supermarkets could introduce "dynamic pricing," allowing them to increase the cost of goods when demand is high. This pricing method, already familiar from services like Amazon and Uber, could become commonplace for essential items such as food.
