By Riad Beladi
The future of retail may no longer be online versus in-store. Instead, it could be about bringing digital engagement directly to the shelf, where most purchasing decisions are made.
Carrefour and VusionGroup are currently testing a new generation of connected store technology that has the potential to transform how retailers engage with shoppers while they are standing in front of products. The initiative, powered by VusionGroup’s EdgeSense platform, is being piloted in France and represents one of the most significant innovations in retail technology in recent years.
For decades, retailers have relied on promotions, signage and store layouts to influence purchasing decisions. However, EdgeSense introduces a completely new concept: real-time interaction with shoppers at the shelf.
The technology combines electronic shelf labels (ESLs), smart shelf rails, artificial intelligence, computer vision and precise product location data to create what VusionGroup describes as a connected and intelligent store environment. Carrefour has become the first food retailer in Europe to test the solution at scale. Approximately 70,000 electronic shelf labels, 7,000 EdgeSense rails and 500 cameras have been installed in the pilot hypermarket in Villabé, France.
Engaging the Shopper at the Shelf
One of the most exciting elements of the project is the “Push Promo” initiative, which connects the Carrefour mobile app with in-store shelf technology.
As shoppers move through the store, the system can identify where products are located and help customers find promotions on items that match their preferences and shopping habits. Instead of customers searching through leaflets or scrolling through hundreds of offers, relevant promotions can be delivered at the moment they are standing near the product shelf.
This creates a more personalized shopping experience while helping retailers improve promotion effectiveness. The shelf effectively becomes a digital communication channel between the retailer and the customer.
For years, retailers have spoken about creating a seamless omnichannel experience. Carrefour and VusionGroup appear to be bringing that vision to life by connecting digital marketing directly to the physical shopping journey.
Beyond Electronic Shelf Labels
Electronic shelf labels have been around for more than a decade, primarily helping retailers update prices quickly and accurately. However, VusionGroup’s vision extends far beyond digital pricing.
The EdgeSense platform continuously monitors shelves using artificial intelligence and computer vision. The technology can detect out-of-stock items, identify pricing errors, verify promotional compliance and provide precise product geolocation throughout the store. Store associates can then receive real-time alerts and prioritize the most urgent tasks.
For shoppers, the benefits include easier product discovery, faster shopping journeys, improved product availability and more personalized recommendations. According to VusionGroup, stores can become intelligent media platforms capable of interacting with customers in real time during their shopping trips.
A Glimpse Into the Store of the Future
Retail technology experts have long predicted that the physical store would become increasingly digital. The Carrefour-VusionGroup partnership demonstrates what that future could look like.
Instead of static shelves displaying products, connected shelves become interactive touchpoints capable of communicating with shoppers, supporting store teams and generating valuable operational insights.
If the pilot proves successful, engaging shoppers directly at the shelf through personalized promotions, navigation assistance and real-time recommendations could become one of the most important developments in retail technology since the introduction of electronic shelf labels.
For retailers seeking to bridge the gap between digital engagement and physical shopping, Carrefour and VusionGroup may have taken a significant step toward defining the smart store of the future.