Kroger, Microsoft collaborate on digital shelf technology - 10TV
10tv.com - Tue 8 Jan 15:24 GMT

Kroger, Microsoft collaborate on digital shelf technology - 10TV

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.

  CINCINNATI (AP) — 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 shelfs can use Kroger's self-checkout scanning technology to see personalized icons on shelfs 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 in one of its stores in Monroe, Ohio, and in one in Redmond, Washington, where Microsoft is headquartered.

  Kroger says the enhanced technology also could help generate additional revenue by selling digital advertising space to consumer packaged goods brands.