Kroger is changing grocery shopping as we know it — and it's becoming a bigger threat to Amazon - INSIDER
Thisisinsider.com - Mon 7 Jan 17:47 GMT

Kroger is changing grocery shopping as we know it — and it's becoming a bigger threat to Amazon - INSIDER

The technology communicates with customers' smartphones and uses emoji-like icons to highlight products on their shopping lists.

  Kroger is rolling out new technology to stores that's designed to make grocery shopping easier than ever before.

  The technology communicates with customers' smartphones and uses emoji-like icons to highlight products on their shopping lists as they walk down store aisles, helping them quickly select items in a sea of similar-looking products.

  Kroger is rolling out new technology to its stores that could change grocery shopping as we know it.

  The digital shelving is being tested throughout two pilot stores and has been rolled out to about 100 Kroger stores' end caps, an industry term for the space at the end of store aisles.

  The digital price tags give Kroger the ability to instantly change prices and activate promotions across its stores, enabling it to undercut sales at other retailers and freeing up employees who would otherwise change prices by hand.