Friday, June 7th, 2019 June7th2019

Sell for More News: Kroger plans to customize your grocery store experience

Published on June 7th, 2019

Sell for More News is a weekly blog series with interesting information from the world of commercial real estate.


Microsoft and Kroger are taking a leaf out of Amazon’s book by building futuristic ‘connected’ grocery stores.  And it’s more than just grab-and-go technology…it’s a personalized, interactive, guided shopping experience.

In these pilot project stores, sensors and Microsoft’s Azure cloud platform power their digital shelving system called EDGE (Enhanced Display for Grocery Environment). EDGE has already been used to show customers promotions and dietary information in dozens of stores across the country, but this system is about to get even more personal.

Now, Microsoft and Kroger are testing features that connect to customers’ smartphones and help them shop more efficiently. A customer can create their shopping list in advance on the Kroger app, then at the store, the app guides them to exactly what they need, and the digital shelving displays light up to help them find what they’re looking for.

The displays will also show personalized ads.  A Kroger press release notes, “the EDGE Shelf will enable Kroger to generate new revenue by selling digital advertising space to consumer packaged goods brands. Using video analytics, personalized offers and advertisements can be presented based on customer demographics.”

With these video analytics, coupled with artificial intelligence, retailers are expected to have more accurate inventory information, maximizing the available space in a store and providing better service to customers. So, no matter how prominent e-commerce becomes, there will always be a place for brick-and-mortar stores, especially if they’re built around the customer experience.


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About Beau Beach, CCIM

Beau is a tenacious Commercial Real Estate Broker, author and adoring father of four. His clients appreciate his no-nonsense demeanor and his legendary work ethic.

Beau leads Beachwood which is a commercial real estate broker for sellers in the Nashville, Milwaukee, South Florida and Chicago markets.

He’s the author of the books The 3 Reasons: Why Most Commercial Properties Don’t Sell and True Wealth: What Every Seller Should Know About 1031 Exchanges.

Beau can be reached at 414.324.4938, 615.603.9770, click to schedule a call or