Microsoft and Kroger are taking on Amazon's cashierless stores with their own futuristic grocery store pilot.
The move deepens the partnership between the two companies, which is partly a response to Amazon's move into grocery stories with its 2017 acquisition of Whole Foods. As Amazon's retail business pushes into more industries, Amazon Web Services is starting to experience a backlash. Kroger is joining the likes of Wal-Mart and Target in finding other vendors to handle their massive workloads for their digital and e-commerce offerings.
The two outfitted Kroger locations, in Monroe, Ohio and Redmond, Wash., will feature digital shelving displays with real-time price updates and product information, as well as digital advertisements personalized to each shop.