Microsoft and Kroger announced a partnership that allows Kroger stores to use purchase, inventory, price, and other data to monitor store performance and efficiency, and dynamically prices and advertise items on digital aisle displays.

From Microsoft's press release:

By using Microsoft Azure to store and process the data generated in stores, near the smart shelves and on Kroger’s app, the digital stores will introduce never-before-seen shopping experiences, including the latest generation of EDGE™ Shelf (Enhanced Display for Grocery Environment), a shelving system that uses digital displays, instead of traditional paper tags, to indicate everything from prices and promotions to nutritional and dietary information. Using Microsoft Azure AI, EDGE Shelf will connect with Kroger’s Scan, Bag, Go®, creating a unique guided shopping experience for customers.

From a more recent promotional article:

You look closer. Nutritional and allergy data stream from the IoT-enabled display. Sundried tomatoes announce they are gluten free. Pasta sauce reveals: “I’m local!” Bluetooth in the shelf interacts with the shopping list in your smartphone, lighting up a shelf beneath the very next item you came to fetch: fettuccine.