Kroger is rolling out a new technology to nearly 200 stores, and it could change grocery shopping as we know it.
The technology, called Kroger Edge, will be installed on store shelves where paper price tags currently hang. It digitally displays pricing and nutritional information, as well as video ads and coupons for various products. The technology gives Kroger the ability to instantly change prices and activate promotions across its stores, enabling it to undercut sales at other chains and freeing up employees who would otherwise change prices by hand. In the future, the technology will communicate with customers’ smartphones to help them complete their shopping lists.
As you walk down the aisle, it will highlight the next item for you to pick that is on your shopping list.This means the shelf will light up underneath the product that shoppers are seeking. Kroger expects Edge to be particularly helpful to customers trying to identify a specific brand among a sea of identical-looking items.
Kroger Edge is currently deployed in only a handful of stores. For now, customers must use one of Kroger’s handheld devices to communicate with the system. The company is working on developing an app that will enable customers to take advantage of the system with their smartphones.
Kroger Edge will be available in 200 stores by the end of 2018.