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Kroger Rolls Out New Technology at the Shelf, Dubbed Kroger Edge

Kroger Rolls Out New Technology at the Shelf, Dubbed Kroger Edge

Monday, January 22nd, 2018

Growth and innovation will not be slowing down any time soon for Kroger, which recently revealed plans to Business Insider to roll out new technology Kroger Edge, to nearly 200 stores. The tech will be able to digitally display pricing and nutritional info, in addition to video ads and coupons for various products. Kroger Edge will be available in those nearly 200 stores by the end of 2018.

Chris Hjelm, Chief Information Officer, Kroger"It's an exciting platform for a lot of future innovation," Chris Hjelm, the retailer’s Chief Information Officer, told Business Insider.

So, why are news outlets around the country buzzing about Kroger Edge? According to the source, this new technology will allow the retailer the ability to change prices and activate promotions across its stores—all at an instant. And in the future, Kroger Edge will be able to communicate with consumers' smartphones to help them complete their shopping lists as they fill their baskets. How, you ask? The shelf will light up underneath the sought-after product.

Kroger Edge, image via Business Insider

"As you walk down the aisle, it will highlight the next item for you to pick on your shopping list," Hjelm explained.

According to Business Insider, Kroger employees recently tested out this function while making selections for customers' online orders.

"They loved it," Hjelm said in the article, and apparently the perk drastically cut down on the time it took to assemble the orders. This tech goes as far as helping customers who are trying to identify a specific brand among a space of like-items.

"If you are looking for a particular bottle of wine, Edge will show it to you by highlighting it on the shelf," Hjelm added.

Kroger Edge, image via Business Insider

And for customers with dietary restrictions? It looks as if Kroger Edge can even help customers select items based on their own specific preferences.

Helm added, "If you are standing in front of nutrition bars and you are gluten-free, we would highlight for you, in your color of choice, which of the gluten-free bars are good for you.”

Kroger Edge is currently only being utilized in only a handful of stores must be operated using one of the retailer’s handheld devices. At this time, Kroger is working on developing an app that will also enable customers to take advantage of the system with their smartphones.

For those retailers looking to get a taste of the new tech, Business Insider also stated that Kroger is marketing and selling the technology, which was developed with Microsoft Azure, Microsoft's cloud computing service, globally to other retailers.


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