Morrisons is introducing ‘flashing’ electronic shelf labels across its stores to help customers find products more quickly.

The supermarket is adding a new blinking light function to its electronic shelf edge labels, which shoppers will be able to activate through the retailer’s Product Finder tool.

Customers searching for an item in the Morrisons app will be directed to the correct aisle before being able to trigger the relevant shelf label to flash, helping them pinpoint its exact position.

The technology is similar to Walmart’s ‘shop to light’ system in the US and builds on Morrisons’ ongoing rollout of electronic shelf labels, which are replacing traditional paper pricing tickets.

More than 200 Morrisons stores are expected to have the technology in place by the end of November, before it is extended across the supermarket’s wider estate next year.

It builds on the grocer’s launch of its AI-powered Product Finder last year, which uses Google’s Gemini technology to give shoppers real-time information about where items are located within individual stores.

The system was developed by Morrisons’ in-house data science team and was processing more than 50,000 searches a day during peak periods following its rollout.

Morrisons has been stepping up its use of technology across its estate as part of a wider push to improve the customer experience and make stores more efficient.

The supermarket has also trialled AI-powered shelf-monitoring robots and computer vision technology designed to identify stock gaps and help colleagues keep products available on shelves.

The latest investment comes as Morrisons reported a 3.2 per cent increase in like-for-like sales in its third quarter, up from 2.2 per cent in the previous three months.

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