# Interactive Store Shelves 'Kroger Edge' Technology Communicates with a Shopper's Smartphone By Laura McQuarrie | Published 2018-01-17 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/kroger-edge References: [businessinsider](http://www.businessinsider.com/kroger-is-rolling-out-digital-shelf-technology-2018-1) Kroger has plans to overhaul the way consumers shop for in-store goods by introducing 'Kroger Edge' technology. This system will replace paper price tags with digital displays that offer a range of dynamic content, including everything from pricing and nutritional information to [video ads and coupons](https://www.trendhunter.com/trends/tesco-5). As the price tags will be completely digital, the displayed content has the ability to be changed with ease without much manual effort. Kroger's new technology is being introduced to just under 200 stores, offering a look at the future of shopping. Beyond just communicating information in a seamless way, these digital displays will ultimately be able to connect with consumers by calling attention to items on their shopping lists. The [digital shelf labels](https://www.trendhunter.com/trends/electronic-shelf-labels1) may also be used in the future to spotlight products that match a consumer's [dietary preferences](https://www.trendhunter.com/trends/aidriven-retail-system). ## Trend Insights (Trend Hunter) - Score: 6.2/10 - Popularity: 82% | Activity: 96% | Freshness: 8% - Audience gender: 30% men, 70% 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 ### Key Themes Behind This Trend - **Interactive Store Shelves:** Digital shelf displays with dynamic content offer a new way to engage with customers in-store. - **Seamless Shopping Experience:** Kroger Edge technology enables a more seamless and personalized shopping experience. - **Smart Shelf Technology:** Smart shelf technology provides a platform for future innovations such as connected shopping lists and targeted advertising. ### Where This Applies - **Retail Industry:** The retail industry can utilize smart shelf technology to improve their in-store customers' experiences and offer targeted advertising. - **Technology Industry:** The technology industry can develop more innovative applications for smart shelf technology, such as personalized shopping lists and dietary preference matching. - **Marketing Industry:** The marketing industry can use smart shelf technology to deliver targeted content that is more relevant to individual consumers' needs and preferences. ## Related on Trend Hunter - [QR-Enabled Shelf Tags](https://www.trendhunter.com/trends/smart-shelf-tags.md) - [Video-Equipped Smart Shelf Tags](https://www.trendhunter.com/trends/cornerstone-for-natural.md) - [Connected Grocer Order Fridges](https://www.trendhunter.com/trends/kroger-smart-fridges.md) - [Digitized Retail Shelf Labels](https://www.trendhunter.com/trends/digitized-retail-shelf-labels-croatian-retailer-studenac-is-implementing-el.md) - [Advanced Grocer Shelf Labels](https://www.trendhunter.com/trends/coop-and-vusiongroup.md) - [Digitized Convenience Store Labels](https://www.trendhunter.com/trends/electronic-shelf-label.md) - [Grocery Shelf Edge Pilots](https://www.trendhunter.com/trends/pricer-avenue.md) - [Attention-Grabbing Retail Displays](https://www.trendhunter.com/trends/auo.md) - [Engaging Shelf Displays](https://www.trendhunter.com/trends/netvisual.md)