Morrisons rolls out app-linked flashing shelf labels

Morrisons has launched a feature that lets shoppers use its More Card app to make a digital shelf label flash magenta, helping them locate products in store. The supermarket says the system is being rolled out across more than 270 stores already equipped with digital labels.

Customers use the Product Finder tool on the app’s home page to search for an item and select the option to flash its price label. The app gives the item’s in-store location and asks the shopper to confirm they are in the correct aisle. The corresponding label then flashes to identify the product.

Morrisons says Shop to Light could be useful in densely stocked aisles, including those containing herbs, spices and sauces, and for finding seasonal items such as cranberry sauce. The retailer has presented the feature as a way to make products easier to find during the busy Christmas shopping period.

Gordon Macpherson, Morrisons’ group productivity director, said the feature was intended to make shopping more convenient and help customers find products quickly. Roy Horgan, Vusion’s UK and Ireland chief executive, said the technology could help simplify the shopping journey. Their remarks describe the companies’...