Morrisons makes ‘American-style’ change across ALL 497 stores that will make life easier for shoppers

MORRISONS has unveiled a massive “American-style” change across all its 497 stores. The huge shift will make life easier for shoppers as the supermarket giant moves forward with its digital shake-up. The ‘shop to light’ technology will be available in 200 Morrisons stores by the end of November Last year Morrisons introduced electronic shelf labels in its stores, to support staff with replenishing and packing orders. This move allowed customers to see the most up-to-date prices for hundreds of items, with Morrisons the first major UK supermarket to offer electronic shelf labelling. Sign up for the Money newsletter Thank you! The retailer is now developing the technology to make it available for customers who use the product locator within the app, reports Retail Week. The change is similar to how Walmart uses “shop to light” technology in its US stores. Where the feature is available in Morrisons, customers will be able to tap a button on the app that makes a light on the item’s shelf label “blink”. The idea is for the flashing light to show the customer where in the store the product is located. The supermarket chain is currently replacing its paper product labels with electronic shelf edge labelling system across all its stores. The new tool will be rolled out to more than 200 Morrisons stores that already have electronic shelf edge labels by the end of November. Most read in Money Gordon Macpherson, Morrisons group productivity director, said: “We are currently in the process of developing our version of Shop to Light through the Morrisons’ Product Finder app, where our customers will be able to come in in a few weeks’ time and flash a label.” The tool is expected to be available in all Morrisons stores next year. Comment now