Morrisons introduces new rule for all the shoppers in over 270 stores

Detailed summary

Morrisons has introduced a new rule for all the shoppers in more than 270 stores across the UK. The popular UK supermarket says the move will help customers find products quickly…

Morrisons has introduced a new rule for all the shoppers in more than 270 stores across the UK. The popular UK supermarket says the move will help customers find products quickly via their mobile phones. Under the new scheme, shoppers visiting the supermarket can search for a specific product via the More Card loyalty app's 'product finder tool'.

The app then shares the in-store location and asks the customer to confirm whether they are in the right aisle. Once that is done, the corresponding digital shelf label flashes magenta, making it simpler for the shoppers to find the exact product they want.

The grocer said the feature was ideal for navigating high-density product aisles like herbs, spices or sauces, as well as locating popular seasonal items such as cranberry sauce.

Morrisons has partnered with Vusion to install the electronic shelf labels, which can also update prices automatically and improve accuracy, it said.

Gordon Macpherson, group productivity director at Morrisons, said: “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.

“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.”

Roy Horgan, UK and Ireland chief executive at Vusion, said: “Technology has a huge role to play in making the shopping journey simpler, faster and more enjoyable for customers.

“‘Shop to light’ is a great example of how we can help customers find what they need while making stores more seamless.”

Andrew Opie, director of food and sustainability at the British Retail Consortium (BRC), said: "Digital pricing displays are simply a way of updating and checking thousands of prices in a fast and cost-effective way, so they…

Opening of the article, excerpted from Daily Express. To read the rest, open the article on the publisher's site.