Angel Investor and advisory board member for Virtualitics, LLC Eduardo Siman showed off an impressive augmented reality (AR) project for the midwestern supermarket chain Kroger in which shelves of in-store retail products can utilize algorithmic pricing to dynamically change the cost of items – a feat typically reserved for e-commerce.

While the underlying technology behind this experience is unknown (app, platform, etc.), the implementation of AR here could provide a great incentive to drive consumers to use a proprietary application. For example, Kroger’s own app could dynamically change pricing based off of data that gathered from a person’s account, such as clipped coupons, accrued rewards, store deals, and so on, to incentivize that person to purchase some products over others.

However, Siman’s tweet only shows a proof of concept, so the public release of the app may change entirely. Still, many brands have used AR to drive peoples’ engagement towards them, such as Jack Daniel’s AR storybooks and the Washington Capital’s Tilt The Ice AR game, because everyone has access to AR-ready technology – the smartphone. When this Kroger experience release, we’ll be sure to provide more information.