The gamified promotional experience features a partnership with Los Angeles Football Club, and aims to familiarize more people with blockchain technology by offering prizes like coupons, LAFC tickets and crypto-collectibles

In an effort to garner the interest of soccer and Los Angeles Football Club (LAFC) fans, Kroger is using blockchain technology in its Southern California Food 4 Less grocery stores. The grocer is partnering with a California-based open blockchain platform ecosystem called Greenfence as well as consumer crypto-collectible company GFT Authentic Digital Collectibles to enable in-store gameplay and prizing that are unique and secure from theft or duplication.

Food 4 Less saw LAFC coming to Los Angeles as an opportunity to build a relationship with the latter's fans and its own customers. Prizes include coupons, rebates at GFT Authentic Digital Collectibles, LAFC tickets, LAFC merchandise and GFT Authentic Digital Collectible cards featuring the team's forward Carlos Vela. All of the prizes can be shared with friends or traded securely among participants.

Blockchain-based applications are becoming more popular in the food and grocery industry—other retailers such as Walmart, Carrefour and Alibaba are working on decentralized supply chain programs, while Rakuten and Burger King are looking to use the technology for customer rewards.

Food 4 Less

In an effort to garner the interest of soccer and Los Angeles Football Club (LAFC) fans, Kroger is using blockchain technology in its Southern California Food 4 Less grocery stores. The grocer is partnering with a California-based open blockchain platform ecosystem called Greenfence as well as consumer crypto-collectible company GFT Authentic Digital Collectibles to enable in-store gameplay and prizing that are unique and secure from theft or duplication.

Food 4 Less saw LAFC coming to Los Angeles as an opportunity to build a relationship with the latter's fans and its own customers. Prizes include coupons, rebates at GFT Authentic Digital Collectibles, LAFC tickets, LAFC merchandise and GFT Authentic Digital Collectible cards featuring the team's forward Carlos Vela. All of the prizes can be shared with friends or traded securely among participants.