Launched on 12 November 2026, the technology is described by Morrisons as a first for a UK supermarket, although similar systems are already used in the United States. Its introduction comes ahead of the Christmas shopping period, when customers are looking for seasonal ingredients and everyday groceries.
How Morrisons’ New Flashing Shelf Labels Work
The system, called “shop to light“, allows customers to search for specific products through the Product Finder tool on the homepage of the Morrisons More Card app. Once they have located an item in the app, shoppers can select the “flash price label” option.
The app then identifies the product’s position within the supermarket and asks customers to confirm that they are standing in the correct aisle. Once confirmed, the corresponding electronic shelf label begins flashing magenta, indicating exactly where the product is displayed.
According to Morrisons’ official announcement on 12 November, the feature is particularly suited to aisles containing numerous similar products, including herbs, spices and sauces. It can also be used to locate seasonal purchases such as cranberry sauce.
The technology has been developed in partnership with Vusion, which supplies the electronic shelf labels installed in Morrisons supermarkets. The retailer said more than 270 stores already have the necessary equipment, with the feature being introduced as part of its wider digital labelling programme.
Gordon Macpherson, group productivity director at Morrisons, said Christmas was among the busiest periods for customers. He explained that the company wanted to make shopping more convenient, whether people were buying ingredients for Christmas dinner or collecting a few last-minute essentials.
Digital Shelf Technology Raises Questions About Supermarket Pricing
The flashing labels form part of a broader agreement between Morrisons and Vusion to replace traditional paper shelf tickets with electronic alternatives. These digital displays allow supermarkets to update prices automatically, reducing the need for staff to change individual labels manually.
According to The Grocer, the partnership began in October 2025, when Morrisons committed to introducing electronic shelf labels across all 497 of its supermarkets from 2026. The retailer had previously used related “pick to light” technology to help employees assemble online orders.
Other UK retailers have also explored similar systems. Marks & Spencer has trialled light-assisted product identification in its wine aisles, while Tesco has begun introducing Vusion electronic shelf labels across 3,000 of its largest Express stores.
The expansion of electronic labels has also prompted discussion about dynamic pricing, under which product prices can change in response to demand or other market conditions.
According to This is Money, the Bank of England warned in April 2026 that more businesses were considering market-responsive pricing tools, with around a third expected to adopt them. Morrisons has not announced plans to introduce dynamic grocery pricing through its new system.
Andrew Opie, director of food and sustainability at the British Retail Consortium, said digital pricing displays provide a faster and more cost-effective way to update and check thousands of prices. Morrisons told This is Money that its position aligned with the organisation’s statement. For now, the newly launched feature is intended to help customers locate products, while the electronic labels also support automated price updates throughout the supermarket.
