Morrisons rolls out shelf labels that flash to help app users find products

Morrisons has introduced what it calls “smart flashing shelf labels” in a bid to make Christmas shopping less stressful.

The first-of-its-kind technology lets users of the More Card app search for an item on their phone and light up the relevant shelf edge so they can find it.

“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 Gordon Macpherson, group productivity director at Morrisons.

“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.”

Vusion installed the electronic shelf labels. Shoppers open the Product Finder tool in the app, look up the item they want and tap ‘flash price label’.

The app then gives the product’s location in the store, asks the shopper to confirm they are in the correct aisle, and makes the matching digital label flash magenta.

The system is already in use in the United States, but this is its first UK deployment and it is exclusive to Morrisons. It has been installed in 270+ stores so far.

“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,” said Roy Horgan, UK & Ireland CEO at Vusion.

“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.”