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.