Morrisons has introduced a More Card app tool that helps shoppers pinpoint products by flashing their electronic shelf tags magenta as the feature rolls out with label installations.
The retailer counts more than 270 supermarkets with digital shelf tags; it says additional locations will get the locator when their labels are installed. The tool appears in Product Finder on the app's homepage. Shoppers search for an item, choose “flash price label” and check the aisle shown in the app before the corresponding electronic shelf label flashes.
Morrisons says the locator may help people searching densely stocked sections for herbs, spices or sauces, as well as those looking for seasonal items such as cranberry sauce. Morrisons Group Productivity Director Gordon Macpherson said, “Christmas is one of the busiest times of the year for our customers.” The launch information gave no figure for how many customers had used the tool or how much time it saves.
The product locator follows a wider digital-label project. Morrisons announced on Oct. 22, 2025, a plan with Vusion to deploy 10.8 million labels across its estate of 497 supermarkets. The schedule called for installation to begin in early 2026.
The grocer said the broader system would automate routine store work, allowing employees to spend more time serving shoppers. In its Nov. 12, 2026, announcement, Morrisons said the labels can change prices automatically and improve pricing accuracy.
Vusion UK and Ireland CEO Roy Horgan said the technology aimed to make shopping “simpler, faster and more enjoyable for customers.” Walmart announced a comparable feature for the U.S. market on Oct. 1, 2026, saying shoppers could use its app to make a digital shelf tag light up.
