Morrisons becomes first UK supermarket to introduce major change in stores

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The innovative technology is already available in the US, but this is reportedly the first time UK shoppers will get to experience it

Morrisons has introduced a major change to its stores, becoming the very first UK supermarket to do so. If you've ever felt the frustration of trying to find something on the shelves but can't seem to locate it, then this'll come in extremely handy.

The retail giant has launched flashing electronic shelf-edge labels, designed to help shoppers find specific products. The tech connects the Morrisons’ More Card loyalty app to its electronic shelf-edge labels. So if you want to find something, you can get it up on the app, and the flashing label should help to direct your eyes and pick up what you really need.

While Morrisons first revealed plans to introduce the feature back in September, the retailer had previously not shared an exact launch date, according to the Grocer.

It has now confirmed that the ‘shop to light’ technology will go live across all 270 Morrisons supermarkets currently fitted with electronic shelf-edge labels (ESLs) before Christmas.

According to Morrisons, opening the tool up to customers will be “ideal” for navigating notoriously tricky “high density aisles” packed with small items, such as herbs and spices.

Powered by retail tech firm Vusion Group, the system is already used by major US chains such as Walmart, but this rollout marks the first time it has been deployed on a full scale across the UK.

"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," said Morrisons group productivity director Gordon Macpherson.

"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."

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