Morrisons launches flashing shelf labels to help Christmas shoppers

Morrisons is introducing smart flashing shelf labels across its stores ahead of the festive season to help customers locate products faster. The supermarket has introduced a new “shop to light” tool that uses blinking electronic shelf labels installed by Vusion to guide shoppers to specific items.

How the system works

Shoppers can access the feature through the Product Finder tool on the More card app homepage. Users look for the item they need and select the item to find its location. The app then shares the in-store location and asks the customer to confirm they are in the correct aisle. Once confirmed, the digital shelf label flashes magenta for better visibility.

This technology is launching exclusively at 270 Morrisons stores that already have digital shelf edge labels installed. Morrisons designed the feature to help with high-density product sections like herbs and spices, as well as locating seasonal items such as cranberry sauce.

Strategic partnership

Gordon Macpherson, group productivity director at Morrisons, said the new tool helps customers find products quickly during the Christmas rush. “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,” he stated. “Our new ‘shop to light’ feature is a great example of how Morrisons is using technology to make a real difference in-store, helping 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.”

The initiative builds on Morrisons’ long-term partnership with Vusion to digitize pricing across its stores. They use electronic shelf labels to automate price updates and improve accuracy throughout their supermarket estate.

Morrisons’ partnership with Vusion has been key to the development of the “shop to light” feature. Vusion’s electronic shelf labels have enabled Morrisons to improve the efficiency of its pricing updates, and now they are being used to enhance the customer experience. The “shop to light” feature is a prime example of how Morrisons is working with its partners to make shopping easier for its customers.