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Dai Nippon Printing and Kroger (Largest U.S. Grocery Retailer) Launch Joint Research Initiative to Introduce Retail as a Service (RaaS) and EDGETM Digital Shelves to Japan's Retail Market


TOKYO, JAPAN – March 4, 2019 – Dai Nippon Printing Co., Ltd. (DNP) and The Kroger Co., (NYSE: KR), the largest grocery retailer in the United States and third largest retailer in the world, today announced an innovative alliance to introduce EDGE™ Digital Shelves, a product within Kroger's Retail as a Service (RaaS) offering. EDGE™, a fully integrated digital signage platform that engages shoppers and transforms operations, is currently being deployed in Kroger stores and expanding to the Japanese market. 


Kroger is actively investing in the R&D of advanced Retail as a Service (RaaS) technologies. As a result of developing and implementing EDGE™ Digital Shelves in its stores, Kroger has seen increased operational efficiency and improved customer experience in the U.S. Kroger adopted DNP's unique transmission-type screen for mini-projectors*1 early in the process of prototyping EDGE™ Digital Shelves. Following this initial collaboration, DNP and Kroger have collaborated in the Japanese market by combining DNP's retail distribution network and promotion experience in Japan with Kroger's industry expertise and Retail as a Service product offerings to resolve the manpower shortage in the Japanese retail industry as well as improve sales promotion effectiveness and customer experience.

[Overview and Features of EDGE™]

EDGE™ Digital Shelves use digital displays, instead of traditional paper tags, to indicate everything from prices and promotions to nutritional and dietary information. Using Microsoft Azure AI, EDGE™ Digital Shelves will connect with Kroger's Scan, Bag, Go®, creating a unique guided shopping experience for customers. In addition:

  • EDGE™ Digital Shelves can be linked with the POS and the planogram systems of stores
  • Retailers experience improvement in operational efficiency and reduced workload of employees through display of planogram data during restocking the replacement of products and display of instructions during stocking and restocking of shelves
  • Automated shelf tag price changes eliminate paper tags and reduce labor while improving accuracy
  • Timely display of advertisements and promotions in the store improves sales promotion effectiveness and customer experience

[Retail as a Service (RaaS) Commercial Product] 

The introduction of the commercial RaaS offering, a Kroger solution powered by Microsoft Azure, offers a suite of capabilities to support KPIs and merchandising plans, collect customer insights, enhance employee productivity, improve out-of-stocks, better the customer experience, and allow for hyper personalization using proprietary technology including the EDGE™ Digital Shelves. 

RaaS is enablement platform “built by retailers for retailers”, supporting modern retail experiences and harmonizing customers’ digital and physical shopping experiences. The platform enables a retailer to prioritize its most desired initiatives. Future commercial products include: Scan, Bag, Go; Video Analytics; IoT sensor network; and links to corporate systems like point-of-sale, inventory management, tag and merchandising systems. 

RaaS product offerings including EDGE™ Digital Shelves, In Stock Video Analytics and IoT Sensor Network will be available to view at RETAILTECH JAPAN, March 5 – 8, 2019, in Tokyo, Japan, in the DNP booth RT1302.

To view photography and video of RaaS and Kroger's connected store experience, visit here

[Looking Ahead]

With the aim of introducing RaaS and EDGE™ Digital Shelves to the Japanese market, DNP and Kroger will jointly establish and operate a laboratory for designing, developing and verifying the specification of products and services. DNP and Kroger will also collaborate with distributors/retailers and jointly verify and evaluate protypes for the Japanese market with a goal of commencing services by the end of 2019. DNP and Kroger will engage in joint research on solution services for the Japanese market such as analysis of customer behavior based on video image analysis, development of a sensor network of IoT devices, and installation of a system where customers personally scan and pay for products at the checkout counter, and thereby realize a “connected retail” solution that digitally integrates all contact points with customers including retail stores and online shops.

[About Dai Nippon Printing Co., Ltd]

Dai Nippon Printing Co., Ltd, founded in 1876 in Tokyo, Japan, works to solve social issues, and is included in the world's major socially responsible investment(SRI) indices. With nearly 38,700 employees in 18 countries and a region, DNP provides cross media communications, digital signage using augmented reality (AR), and operates customer response centers analyzing consumer needs to support a variety of communication channels that provide increased advantages to customers and create new value. To learn more about DNP, visit the website.

[About Kroger]

The Kroger Co. (NYSE: KR), is dedicated to its Purpose: to Feed the Human Spirit™. With nearly half a million associates who serve over nine million customers daily through a seamless digital shopping experience and 2,800 retail food stores under a variety of banner names, serving the United States through food inspiration and uplift, and creating #ZeroHungerZeroWaste communities by 2025. To learn more about Kroger, visit the newsroom and investor relations site.