US grocer Kroger is rolling out a new technology to nearly 200 stores called Kroger Edge that will be installed on store shelves where paper price tags currently hang. It digitally displays pricing and nutritional information, as well as video ads and coupons for various products. The technology gives Kroger the ability to instantly change prices and activate promotions across its stores, enabling it to undercut sales at other chains and freeing up employees who would otherwise change prices by hand. In the future, the technology will communicate with customers' smartphones to help them complete their shopping lists. Kroger expects Edge to be particularly helpful to customers trying to identify a specific brand among a sea of identical-looking items. And the technology can even help customers select items based on their dietary restrictions.