According to the Wall Street Journal, Kroger is using technology to change the grocery shopping experience for its customers.

The story, published this week, details the company’s initiative building technology into its physical stores, including cameras and infrared sensor that monitor food traffic and mobile apps that analyze shopping habits and produce relevant digital coupons. Kroger’s latest move is testing sensor-laden interactive shelves that can detect shoppers in the aisles via their smartphone apps and then offer them personal pricing and product suggestions.

The moves are, partly, in response to rivals like Amazon and Wal-Mart, which are boosting efforts to sell groceries in multiple channels.