Kroger is collaborating with Microsoft to test an upgraded digital shelf technology that the Cincinnati-based supermarket chain says could speed up shopping for its customers.
The Cincinnati Enquirer reports shoppers needing to find specific items on shelves can use Kroger's self-checkout scanning technology to see personalized icons on shelves below the items. Shoppers can select a personalized icon that will appear on shelves as they enter store aisles.
Kroger said Monday the technology is being tested at a QFC in Redmond, Washington, and in one of its stores in Monroe, Ohio. The pilot stores are near each company's headquarters.
A kiosk near the front of the Redmond QFC, labeled “Scan, Bag, Go,” is stocked with handheld devices, according to GeekWire. Customers can connect the QFC account to one of the handheld devices or use their QFC mobile app as a guide and scanning device in the store.
Store associates can use other shelf signals to help assemble items for pickup orders faster.
Kroger says the enhanced technology also could help generate additional revenue by selling digital advertising space to consumer packaged goods brands.