In what is claimed to be a UK supermarket first, Morrisons is launching new in-store technology that helps customers quickly find exactly what they're looking for.

The new ‘shop to light’ feature uses blinking electronic shelf labels, installed by Vusion. To use it, customers need to open the Product Finder tool on the homepage of their More Card app, search for the product they need and select ‘flash price label’. The app will share the in-store location, ask the customer to confirm if they are in the right aisle, and then the corresponding digital shelf label will flash magenta.

The new technology is being rolled out to Morrisons stores as they are installed with digital shelf edge labels. Currently over 270 of its supermarkets have them.

Gordon Macpherson, Group Productivity Director at Morrisons, says: “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 & Ireland CEO at Vusion, says: “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. Morrisons has been a fantastic partner in embracing innovation, and we are incredibly proud to be working together to help shape the future of retail.”

2026 RTIH Innovation Awards

ESLs were a key focus area at the 2026 RTIH Innovation Awards.

Check out our winners here.

The awards celebrate global retail technology innovation in a fast moving omnichannel world. Our winners were revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.

The event consisted of a drinks reception, three course meal, awards ceremony presided over by award winning stand-up comedian, presenter, actor and broadcaster, Aurie Styla, and after party until 1am.