The supermarket says the new technology will help customers quickly find exactly what they’re looking for, especially in the run-up to a busy Christmas period.
The new ‘shop to light’ feature uses electronic shelf labels that flash to direct customers to specific products and is being installed by Vusion.
While it’s a UK supermarket first, this technology is already being used in the United States.
How Morrisons’ new electronic shelf labels work
Customers can access the feature through the More Card app by using the Product Finder tool.
Once they search for an item and select “flash price label,” the app will display the product’s in-store location and prompt the customer to confirm they are in the right aisle.
The corresponding shelf label will then flash magenta, highlighting exactly where the product is.
Morrisons says it believes the system will be particularly useful for customers who are trying to find items in crowded sections such as herbs, spices, sauces, or seasonal goods like cranberry sauce.
The supermarket chain is also working with Vusion to automate price updates and improve pricing accuracy.
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.
Simple ways to shop sustainably and save money
“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 tool is now available directly from the homepage of the More Card app.
Morrisons to pay customers to take empty plastic bottles and cans to supermarket
The news comes after Morrisons confirmed it would be introducing a new recycling scheme for its customers, similar to the one used across Europe.
A Deposit Return Scheme (DRS) is set to be rolled out from October 1, 2027, to help reduce waste, reports The Express.
People will receive a small payment for bringing back any empty bottles and cans to collection points with no receipt needed.
The dedicated collection points will be found at a range of supermarkets, including Morrisons, Tesco, Asda, and Sainsbury’s.
There will also be collection points at convenience stores and newsagents that sell drinks.
When people buy drinks in plastic bottles or metal cans, they will pay a 20p deposit.
The empty plastic bottles and cans they return to the stores will be recycled, and they will be paid their deposit back for their bottles and cans.
Travis Way, managing director at RVM experts EcoVend, part of international circular economy specialists Reconomy, told The Express: “While much of the industry had anticipated a flat 20p deposit, its confirmation is a helpful step forward for businesses preparing for the UK’s Deposit Return Scheme.
“A flat rate also brings practical benefits for businesses by simplifying implementation, reducing administrative complexity and supporting more consistent system design across retailers, producers and return operators.
“Having greater clarity at this stage allows retailers, producers and operators to plan with more confidence, particularly when it comes to infrastructure, cashflow and customer engagement.
“A simple, uniform deposit should also support consumer understanding and mirrors other well-established European schemes.
“With further detail still to come and the Deposit Management Organisation continuing to develop the framework, this remains a critical period for industry preparation.
“Continued engagement and education with retailers will be key to ensuring a smooth and effective rollout.”
The scheme will be introduced across England, Scotland, and Northern Ireland, with Wales developing its own DRS scheme.
It is expected the 20p deposit will also apply to the Welsh scheme, with customers receiving their payment when their containers are returned.
The scheme hopes to reduce litter and increase recycling rates across the UK.
Several other countries such as Sweden and Germany have already introduced similar schemes.
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