Morrisons More Card app can now make a shelf label flash to show where a product is
The feature works in the 270-plus Morrisons supermarkets that already have digital price labels, and is being switched on ahead of Christmas.
Morrisons has added a "flash price label" button to the Product Finder in its More Card app, so shoppers can find a product on the shelf.
A shopper searches for an item and taps the button, and the app shows which aisle it is in. Once they confirm they are in that aisle, the electronic label under the product blinks magenta.
It only works in stores fitted with digital shelf-edge labels, which Morrisons said covers more than 270 of its supermarkets. The feature is rolling out now, and The Grocer reported that it should be live across all of those stores before Christmas.
Morrisons said the flashing labels would be most useful in crowded aisles where similar products sit close together, such as herbs and spices or sauces, and for seasonal items such as cranberry sauce. Product Finder itself has been moved to the app's homepage.
Where the idea comes from
The labels were supplied by the technology company Vusion, and Morrisons said the flashing feature was already popular in the US. It describes its version as a first for a UK supermarket.
Morrisons is working with Vusion to switch to digital pricing across all its supermarkets, which it says automates price changes and makes them more accurate. It first said in September that the flashing labels were coming.
