Kroger is testing enhanced digital shelf technology that could speed shoppers' trips to the store in Greater Cincinnati.

Having difficulty spotting the exact item you need in a crowded shelf – say paprika in the spice aisle? Customers using Kroger's self-checkout technology, Scan-Bag-Go, will see a personalized icon on the shelf below the item.

Shoppers can select their icon – say a banana or a pumpkin – that will appear on shelves as they enter store aisles, according to Bloomberg.

Other shelf signals will be used by store associates collecting items for Kroger pickup orders, helping workers assemble orders faster.

The pilot project is being tested at one Kroger store in Monroe as well as a store in Redmond, Washington – the headquarters of Microsoft, which helped provide the tech upgrade.

Kroger said the enhanced digital capabilities of the shelf technology could also help generate additional revenue for the supermarket chain by selling digital advertising space to consumer packaged goods brands. Using video analytics, personalized offers and advertisements can be presented based on customer demographics.

"We are excited to collaborate with Microsoft to redefine grocery retail," said Kroger CEO Rodney McMullen.

Kroger tapped Microsoft to pursue the latest pilot project.

"Together, we will redefine the shopping experience for millions of customers at both Kroger and other retailers around the world, setting a new standard for innovation in the industry," said Satya Nadella, CEO of Microsoft.

Kroger and other supermarket players have ramped up its digital and home delivery strategies since 2017 when newly-emerged rival Amazon got into the business with its $13 billion takeover of Whole Foods.

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