CINCINNATI, OH – The arms race is on, with several grocery chains heralding high-tech operations at the shelf level as the key strategy to ensnaring more consumers. Kroger is the latest to tap in on this particular plan, with new sensors and analytics technology to connect shoppers directly with products.

“We want to bring technology to life in the store … We know what’s in the aisle and what the mobile shopper has told us and fuse all that data,” stated Kroger CIO Chris Hjelm to CIO Journal’s Kim S. Nash, according to the Wall Street Journal.

These new systems connect the consumer with shelves of product either through their mobile devices or a display. The new systems will identify consumers who have installed the Kroger app, and cater to their shopping experience by emphasizing special products, highlight items on the shelf that are on their mobile shopping list, and flashing information on nearby displays.

This merge of the digital shopping experience with brick-and-mortar stores seems to be a lasting trend, as retailers experiment with ways to make grocery shopping a more personalized experience. Amazon first made news with its fully automated Amazon Go store. As we recently reported, Walmart is also testing a new Scan & Go app to streamline shopping. 

Kroger already began testing the product late last year, with consideration to expand the program by the end of 2017. According to PYMNTS, the high-tech pilot is currently testing performance in various Kroger locations throughout the nation.

Kroger is doubling down on its consumer-focused strategies as the retail chain also announced it will be boosting its operations by 10,000 team members, looking to add permanent employees who are passionate about people and food.

Will Kroger’s new technological endeavors and customer service initiatives put it in the front running of convenience for consumers? AndNowUKnow will continue to report as the buy-side melds service with electronics.

Kroger