electronic shelf labels
Morrisons launches 'shop to light': shelf labels flash to guide shoppers to products
Ahead of the Christmas rush, UK grocer Morrisons has launched 'shop to light': search for a product in the More Card app and its electronic price label on the shelf flashes magenta to show where it is.
Key takeaways
- Searching in the More Card app makes the matching electronic shelf label flash magenta.
- It is only available in stores with electronic labels, currently more than 270 supermarkets.
- Morrisons calls it a UK supermarket first; the feature is already used in the US.
- Vusion installed the labels and is digitising pricing across Morrisons' estate.
Why it matters
For shoppers, it cuts the time spent hunting through dense aisles such as herbs, spices and sauces, or looking for seasonal lines like cranberry sauce. For retailers, it shows electronic labels installed for pricing accuracy taking on a customer-facing navigation role, triggered from the loyalty app shoppers already use.
How it works
Shoppers open the Product Finder tool on the More Card app homepage, search for the item they need and select "flash price label". The app shows the product's in-store location and asks the customer to confirm they are in the right aisle. The matching label on the shelf edge then flashes magenta to mark the exact product.
Morrisons describes the feature as a UK supermarket first. According to 365 Retail and The Grocer, the same capability is already in use in the United States, with The Grocer naming Walmart.
Where and when
The feature is only being rolled out to Morrisons stores fitted with digital shelf-edge labels, which currently means more than 270 supermarkets. The Grocer reports it will be live in all of those stores before Christmas. Product Finder now sits directly on the More Card app homepage.
"We know that Christmas is one of the busiest times of the year for our customers," said Gordon Macpherson, Group Productivity Director at Morrisons, adding that the feature helps customers find products quickly whether they are shopping for Christmas dinner or picking up last-minute essentials.
The partnership behind it
The labels were installed by Vusion, which is working with Morrisons to digitise pricing across its entire supermarket estate, using the labels to automate price updates and improve pricing accuracy. The Grocer notes the partnership began in October 2025, when Morrisons committed to rolling electronic shelf labels out to all of its supermarkets, and that store staff were already using pick-to-light technology to pick online orders.
Roy Horgan, UK & Ireland CEO of Vusion, said "shop to light" helps customers find what they need while making stores more seamless.
Background
Electronic shelf labels are small digital displays on the shelf edge that replace paper price tags and can be updated centrally. 365 Retail notes they are spreading across UK grocery, with Asda rolling them out across 250 Express stores last year. The Grocer reports Morrisons had previously said it planned to launch the flashing feature in September, without giving a date for stores.
What to watch
- Whether the feature reaches every label-equipped store before Christmas, as reported.
- Coverage should grow as more Morrisons stores receive electronic shelf labels.
- Whether other UK grocers link their loyalty apps to shelf labels in the same way.
Sources
Questions
How do I use Morrisons' flashing shelf labels?
Open Product Finder on the More Card app homepage, search for the product and select 'flash price label'. After you confirm you are in the right aisle, the matching shelf label flashes magenta.
Which Morrisons stores have 'shop to light'?
Only stores fitted with electronic shelf labels, currently more than 270 supermarkets. The Grocer reports it will be live in all of them before Christmas.
Who provides the technology?
The electronic shelf labels were installed by Vusion, which is digitising pricing across Morrisons' supermarkets to automate price updates and improve accuracy.
