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Morrisons introduces new rule for all the shoppers in over 270 stores
Morrisons has introduced a “shop to light” feature in more than 270 UK stores, letting customers use its More Card app to locate products. The matching digital shelf label flashes magenta, helping shoppers find items more quickly, particularly in crowded aisles or when looking for seasonal products.
The feature asks shoppers to confirm the aisle shown in the app before lighting the label. Morrisons says the electronic labels, installed with Vusion, can also update prices automatically and improve accuracy. The British Retail Consortium described digital displays as a quick, cost-effective way to manage prices; the article also notes a Bank of England warning that dynamic pricing could allow supermarkets to raise prices when demand is high.
In short
- Morrisons’ app can light up the shelf label for a product.
- The feature is available in more than 270 stores.
- Electronic labels can also update prices automatically.
Steelman: both sides, in good faith
The strongest fair case each way — we don't pick a winner.
The case for
The feature could make shopping quicker and less frustrating, especially in busy aisles or when customers are searching for seasonal items. Digital labels may also let stores update prices more accurately and efficiently, while the aisle confirmation step helps ensure shoppers light the right shelf.
The case against
The feature raises concerns about how digital pricing systems might be used beyond displaying accurate prices. If retailers can change prices quickly, they could potentially charge more when demand is high, making prices less predictable for shoppers and sharpening concerns about fairness and transparency.