Morrisons has partnered with Vusion to launch a shop-to-light feature, aimed at helping customers quickly and easily find goods on-shelf.

The addition of the flashing Product Finder is part of a wider refresh Morrisons has given its More Card app, having added weekly personalised offers and a new shopping list feature in October.

In what it claims to be a UK supermarket first, Morrisons said the new flashing Product Finder within the More Card app now links with electronic shelf labels (ESLs). Customers using the app search for the product they need and select ‘flash price label’, prompting the shelf-edge to light up, helping the shopper more easily spot the product they want.

Morrisons said the move will help enhance customer experience in the run up to the busy festive trading period and the ‘shop to light’ feature is now live in the nearly 300 stores that have been installed with digital labels.

“We know that Christmas is one of the busiest times of the year for our customers,” said Gordon Macpherson, Group Productivity Director at Morrisons.

“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, added: “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 also partnered with Vusion to digitise pricing across its entire supermarket estate using ESLs to automate price updates and improve pricing accuracy.