Morrisons is set to introduce a ‘blinking light’ feature to its electronic shelf edge labels to make it easier for customers to find products they are looking for.
Morrisons bringing in US-style change across all 497 stores
Morrisons is set to introduce ‘flashing labels’ to help customers find products. Morrisons is set to introduce a ‘blinking light’ feature to its electronic shelf edge labels to make it easier for customers to find products they are looking for.
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.
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.”
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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.
It comes after Morrisons announced it is partnering with VusionGroup to roll-out electronic shelf labels across all of its 497 supermarkets, becoming the first large UK supermarket group to adopt the technology across its entire supermarket estate.
VusionGroup will install 10.8 million smart electronic shelf labels in Morrisons supermarkets.
Electronic shelf labels will eliminate traditional paper labels throughout the store, providing clear and accurate price and product information and automating a repetitive manual task to free up colleagues to concentrate on customer service.
ESLs will also ensure Morrisons More Card savings and offers are instantly communicated to customers at the shelf edge.
The new technology will integrate with Morrisons digital shelf-edge cameras, to efficiently guide colleagues to product gaps, speeding up shelf replenishment and integrating with e-commerce applications to make online picking easier and more accurate.
