Walmart Uses Flashing Digital Shelf Labels to Help Shoppers Find Items

Walmart is employing flashing digital shelf labels to assist both customers and employees in locating desired products, the company announced in a press release on Thursday, October 1st. The feature, referred to as "Shop to Light," enables in-store shoppers to request assistance through the Walmart app and then locate the item by recognizing a flashing light on the shelf label.

The LED, already integrated into Walmart's digital shelf labels, illuminates the specific product location as directed by the store system. "Instead of scanning shelf after shelf looking for one small jar, the light can help point the way," the release noted. The same light aids Walmart associates in placing items on the appropriate shelves through "Stock to Light."

This feature allows associates to activate the LED on a shelf label using a mobile device, indicating the correct placement for the item. "Think about an associate stocking shelves with products that can look almost identical," the release explained. "Different flavors. Different sizes. Different varieties. Instead of spending extra time double-checking locations, the light helps point the way."

Additionally, "Pick to Light" assists associates in finding the necessary product for an online pickup or delivery order. "For customers, that simple flash can help us get them exactly what they ordered," the release concluded. Walmart commenced implementing digital shelf labels in its stores in June 2024, following a trial phase at a location in Grapevine, Texas.

The company stated that the digital shelf labels would supersede paper price tags on shelves, allow employees to update prices via a mobile app with a few clicks, and decrease the need for manual changes to paper tags. In March, Walmart announced a comprehensive rollout of digital shelf labels across its approximately 5,200 U.S. stores by 2027.

The rollout coincides with lawmakers criticizing digital shelf labels, alleging that they enable surge pricing or dynamic pricing. The AFL-CIO Tech Institute, a think tank founded in 2021 by the AFL-CIO labor union, urged policymakers to prohibit the use of electronic shelf labels in grocery stores. In response to these concerns, Walmart stated that digital shelf labels do not automatically adjust prices, that Shop to Light does not alter item prices, that the labels do not collect customer information, and that Walmart does not utilize surveillance pricing.

"Walmart's technology helps improve efficiency and lower costs, not personalize prices," the release affirmed.