– Morrisons rolls out smart flashing shelf labels across stores ahead of the festive rush –
– More Card app users can search for items on their phone and instantly light up the shelf edge to locate products in seconds –
– Designed to cut down shopping time and take the hassle out of finding festive essentials –
In a UK supermarket first, Morrisons is making Christmas shopping even easier by launching new in-store technology that helps customers quickly find exactly what they’re looking for.
The new ‘shop to light’ feature uses blinking electronic shelf labels, installed by Vusion, to help shoppers locate products quickly and easily. To use the feature, customers simply need to open the Product Finder tool on the homepage of their More Card app, search for the product they need and select ‘flash price label’. The app will share the in-store location, ask the customer to confirm if they are in the right aisle, and then the corresponding digital shelf label will flash magenta, making it easier for the customer to spot the exact product they want.
Already a popular feature in the United States, the new technology is being rolled out exclusively to Morrisons stores as they are installed with digital shelf edge labels, currently over 270 of its supermarkets have them – just in time for the Christmas trolley dash.
Whether customers are picking up last-minute Christmas essentials or searching for a specific ingredient, the new tool takes the guesswork out of finding the right product, helping customers get everything they need for the festive season with less time spent browsing aisles.
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 digitise pricing across its entire supermarket estate using electronic shelf labels to automate price updates and improve pricing accuracy.
Shop to light is the latest demonstration of how digital innovation in-store is improving the customer experience and giving customers more reasons to shop at Morrisons.
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 & Ireland CEO 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. 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.”
The Product Finder function is now available directly on the More Card app homepage, making it easier than ever for customers to access useful shopping tools in the app.
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