Morrisons Flashing Shelf Labels: How the New App Feature Shows You Where Products Are

14th November 2026

Updated 14 Nov 2026, 11:28 · First published 14 Nov 2026

Morrisons shoppers can now make the price label on the shelf flash to show them exactly where a product is. The supermarket has switched on a new “shop to light” feature in more than 270 stores that use digital shelf labels, in what it claims is a UK supermarket first ahead of the Christmas rush.

Morrisons flashing shelf labels

What

Digital shelf labels that flash magenta to show where an item is

Where

270+ Morrisons stores with electronic shelf labels

How

Product Finder in the Morrisons More app

Technology partner

VusionGroup

Why now

To help shoppers find hard-to-spot items over Christmas

How do Morrisons’ flashing shelf labels work?

Open the Morrisons More app and tap Product Finder on the home screen. Search for the item you want and the app shows you which aisle it is in. Once you confirm you are in the right aisle, choose the option to flash the price label – and the electronic label on the shelf blinks magenta so you can spot it straight away.

Morrisons says it is aimed at crowded sections where products are hard to find, such as herbs and spices, as well as seasonal items like cranberry sauce.

Which Morrisons stores have it?

The feature only works in stores that have digital shelf edge labels – currently more than 270 Morrisons supermarkets – and it will be added to more stores as they are fitted with the technology.

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What Morrisons says

Gordon Macpherson, Morrisons’ group productivity director, said: “We know that Christmas is one of the busiest times of the year for our customers,” adding that the feature is designed to help people find what they need quickly, whether they are doing the Christmas dinner shop or picking up last-minute essentials.

Roy Horgan, UK and Ireland chief executive of VusionGroup, which supplies the labels, said technology has “a huge role to play in making the shopping journey simpler, faster and more enjoyable for customers”.

Electronic shelf labels also let supermarkets change prices across a store instantly instead of swapping paper tickets, which Morrisons says makes pricing more accurate.

Sources: Morrisons; VusionGroup.