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Kroger, Microsoft collaborate on digital shelf technology at Redmond QFC

A QFC in Redmond is just one of two pilot stores in the country testing an upgraded digital shelf technology.

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.

RELATED: QFC, Fred Meyer eliminating plastic bags

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.

Credit: Kurt Schlosser, GeekWire
Ryan Stephens, an EDGE delivery manager with Kroger, uses a handheld device to scan grocery items at a QFC store in Redmond, Wash., on Monday.

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.

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