Report: Kroger Edge may redefine in-store shopping experience
Looking to pair a some at-shelf pizzazz with shopper convenience and utility, Kroger may be changing the face of merchandising with new shelf technology, called Kroger Edge, rolling out to nearly 200 stores by year's end, the Cincinnati grocer told Business Insider earlier this week.
The new merchandisers will be placed primarily on endcaps for now. Kroger has been testing digitally-based shelf-talker technology for some years now. The digital shelf strip displays pricing and nutritional information along with video ads and coupons. The space age supermarket ultimately hopes to interact with consumer smartphones as they walk down the aisle.
"It's an exciting platform for a lot of future innovation," Chris Hjelm, chief information officer, Kroger, told Business Insider. "As you walk down the aisle, it will highlight the next item for you to pick on your shopping list." That feature is expected to significantly improve shopping efficiency.
The new merchandisers will be placed primarily on endcaps for now. Kroger has been testing digitally-based shelf-talker technology for some years now. The digital shelf strip displays pricing and nutritional information along with video ads and coupons. The space age supermarket ultimately hopes to interact with consumer smartphones as they walk down the aisle.
"It's an exciting platform for a lot of future innovation," Chris Hjelm, chief information officer, Kroger, told Business Insider. "As you walk down the aisle, it will highlight the next item for you to pick on your shopping list." That feature is expected to significantly improve shopping efficiency.