# Digital Grocery Stores Kroger and Microsoft are Transforming the In-Store Shopping Experience By Laura McQuarrie | Published 2019-01-15 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/in-store-shopping-experience References: [foodbusinessnews.net](https://www.foodbusinessnews.net/articles/13119-kroger-teams-with-microsoft-on-digital-grocery-stores) & [kroger](https://www.kroger.com/) Kroger and [Microsoft](https://www.trendhunter.com/trends/sainsburys-and-microsoft) teamed up to reimagine the in-store shopping experience by making the most of technology for personalization, convenience and connection. A central part of the store experience revolves around the smart technology system developed by the [Kroger Technology](https://www.trendhunter.com/trends/kroger-smart-fridges) team, which is powered by powered by Microsoft [Azure](https://www.trendhunter.com/trends/collibra) and connected by IoT sensors. The reimagined retail systems are being introduced in two pilot stores in Monroe, Ohio and Redmond, Washington. By adopting an EDGE Shelf (Enhanced Display for Grocery Environment) system, digital displays make it easy for prices, promotions and nutritional information to be updated with ease. The EDGE Shelf will also serve as a new way for revenue to be collected, as it will host digital advertising space. ## Trend Insights (Trend Hunter) - Score: 6.5/10 - Popularity: 88% | Activity: 100% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Retail](https://www.trendhunter.com/retail) ## Key Themes ### What Makes This Trend Stand Out - **Smart Retail Technology:** The partnership between Kroger and Microsoft demonstrates the potential for utilizing smart retail technology to enhance the in-store shopping experience and drive revenue through digital advertising. - **Internet of Things in Retail:** The use of IoT sensors in the reimagined retail systems opens up opportunities for real-time data collection, inventory management, and personalized experiences. - **Enhanced Display Technology:** The adoption of the EDGE Shelf system presents disruptive innovation opportunities for the retail industry, allowing for easy updates of pricing, promotions, and nutritional information, while also generating revenue through digital advertising. ### Sectors Adopting This - **Retail:** The Kroger and Microsoft partnership showcases the potential for leveraging technology to transform the in-store shopping experience, offering insights for retailers to enhance customer engagement and optimize operations. - **Technology:** The collaboration between Kroger and Microsoft highlights the role of technology, such as smart retail systems and IoT sensors, in shaping the future of the retail industry. - **Advertising:** The integration of digital advertising spaces through the EDGE Shelf system presents new possibilities for advertisers to reach consumers in physical retail environments, presenting disruptive opportunities for the advertising industry. ## Related on Trend Hunter - [Connected Grocer Order Fridges](https://www.trendhunter.com/trends/kroger-smart-fridges.md) - [Unified Grocery Platforms](https://www.trendhunter.com/trends/riesbecks.md) - [Generative AI Retail Strategies](https://www.trendhunter.com/trends/generative-ai-retail-strategy.md) - [Grocer-Connected Kitchen Appliances](https://www.trendhunter.com/trends/kroger-and-ge-appliances.md) - [Digital Farmers Markets](https://www.trendhunter.com/trends/market-wagon.md) - [AI-Enabled Retail Partnerships](https://www.trendhunter.com/trends/sainsburys-and-microsoft.md) - [Unified Grocery Shopping Platforms](https://www.trendhunter.com/trends/connected-stores-1.md) - [Gamified Shopping Carts](https://www.trendhunter.com/trends/smart-shopping-cart-1.md) - [Fee-Free Grocer Deliveries](https://www.trendhunter.com/trends/kroger-grocery-connect.md)