Morrisons has introduced a mobile application feature that allows customers to trigger flashing lights on digital shelf labels to help them locate specific items. The supermarket announced the "shop to light" tool on Thursday, November 12, 2026, stating it is intended to make navigation through stores faster during high-traffic periods.
The new system follows the installation of electronic shelf labels in partnership with the technology firm Vusion. While similar technology has been used in the United States, Morrisons stated that this implementation is a first for a United Kingdom retailer. The electronic labels are also used to update product pricing automatically and maintain price accuracy across the store.
To use the tool, customers access the product finder on the Morrisons More Card app, search for a specific item, and select an option to "flash price label." After the app provides the aisle location, the customer confirms they have reached the area, which triggers a magenta light on the digital label of the selected product. The company identified high-density sections, such as herbs, spices, and sauces, as areas where the tool is most applicable.
The scale of the rollout involves a significant portion of the company’s estate, though the specific number of app users impacted was not reported. Morrisons currently holds an 8.3 per cent share of the grocery market, trailing Tesco at 27.8 per cent and Sainsbury’s at 15.5 per cent. For the average household, this tool arrives as grocery prices have risen 2.6 per cent over the last year. While the technology is currently focused on product location, its integration with electronic labels means pricing changes can now occur instantly across 270 stores without manual intervention by staff.
The adoption of this system by the UK's fourth-largest grocer sets a precedent for how retail data and store hardware can interact directly with consumer smartphones. If successful in reducing shopping time or improving the user experience, other major retailers may face pressure to adopt similar digital infrastructure. The feature is available for use immediately in equipped stores as of November 12, 2026, as the company prepares for the Christmas shopping period. Morrisons has not yet reported a timeline for expanding the digital labels to its remaining store locations.