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Largest Supermarket chain in the U.S. to implement digital shelf

Kroger, the largest supermarket chain by revenue in the United States just announced that the chain will be adding digital shelf displays to nearly 200 stores in 2018. Kroger named this new implementation “Kroger Edge”

This new technology implementation carries many benefits for Kroger. The supermarket chain will be able to quickly change prices and announced sales in all of their stores without the need of having an employee change the prices manually. Online orders will be able to be fulfilled faster since employees would be able to find products faster and more efficiently. In the other hand, customers would appreciate the convenience of being able to locate products more easily and also to visualize them faster, in addition, they may be able to receive notifications from Kroger to add items to their digital shopping list. The goal is to have the system interact with shoppers’ smartphone and be aware when a product on their shopping list is on sale as they are walking down the aisle.

According to Business Insider, the digital shelves Kroger is implementing “could change grocery shopping as we know it”. The implementation between the store and the smartphone Kroger is implementing could revolutionize shopping. Shoppers could be walking down a store aisle and have his phone alert the customer of a sale on a product he has purchased in the past, showing where the product is on the shelf, alerting him about the content of the product whether is gluten-free, contains less sugar and fewer calories and the possibility of displaying a scannable coupon.

While all of this digitized experience may sound futuristic, there are some use cases where such interaction has been emerging across the retail industry. Lowe’s recently launched a bilingual robot guide in one of their California store’s, while Neiman Marcus has installed interactive mirrors in selected stores that let shoppers do a side by side comparisons of outfits and even send videos to their friends.

Kroger has been ahead using customer data to personalize the customer’s shopping experience, and this new digital shelf technology is just one step closer towards that goal.