Kroger Co. Experiments With Digital Shelf Labels
November 7, 2014 | 1 min to read
COLD SPRING, Ky. – Kroger is living on the edge in Cold Spring, Ky.
That’s where the Cincinnati-based grocery chain is experimenting with a new digital shelf-edge technology. It replaces paper price tags with screens equipped for full-motion video and sound.
The displays, about as wide as a cell phone and 8 to 10 times as long, could make it cheaper for Kroger to change prices from week to week. Studies show digital displays eliminate pricing errors that irritate customers. It could also enable Kroger to experiment with dynamic pricing, altering prices based on demand for products in the store and online.
Perhaps most importantly, it gives Kroger a chance to deliver advertising to consumers at the moment of truth: When they’re actually deciding what to buy.
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