Microsoft is helping to transform the Kroger shopping experience, enhancing the customer journey and encouraging greater employee productivity with digital shelves, virtual shopping guides, data monetization and more

The unlikely partnership between tech company Microsoft and U.S. supermarket chain Kroger is enabling a connected, high-tech shopping experience for grocery shoppers. Centered around the Enhanced Display for Grocery Environment (EDGE), the concept is currently being tested out at two Kroger locations, one in Ohio and the other in Washington state.

EDGE includes digital shelving units which will essentially render the old paper price tags obsolete. These digital tags can be updated in real time, display product information like dietary and nutritional facts, as well as promote in-store deals immediately to consumers as they browse products.

In addition to the EDGE digital shelves, the partnership has also created a guided shopping experience that will help shoppers navigate stores and help Kroger collect user information. Titled “pick-to-light,” the program operates through the Kroger app, where shoppers make a grocery list and are then guided through the store by the digital shelves displaying product pictures and customized ads.

Furthermore, all of the digitized features also enable data collection and monetization: “The EDGE Shelf will enable Kroger to generate new revenue by selling digital advertising space to consumer packaged goods (CPGs) brands,” reads Kroger's press release. “Using video analytics, personalized offers and advertisements can be presented based on customer demographics.”

Microsoft

Kroger

The unlikely partnership between tech company Microsoft and U.S. supermarket chain Kroger is enabling a connected, high-tech shopping experience for grocery shoppers. Centered around the Enhanced Display for Grocery Environment (EDGE), the concept is currently being tested out at two Kroger locations, one in Ohio and the other in Washington state.

EDGE includes digital shelving units which will essentially render the old paper price tags obsolete. These digital tags can be updated in real time, display product information like dietary and nutritional facts, as well as promote in-store deals immediately to consumers as they browse products.