Whole Foods adds touch technology to Georgia flagship

Whole Foods (NASDAQ:WFM) is touting its sustainability credentials through new digital touch screens in its flagship store in Alpharetta, Georgia. Just one week after launching the brand's first national ad campaign, Whole Foods is looking to tell its story through digital means.

With the help of SapientNitro's Second Story, the retailer's digital experience aims to show shoppers where the brand's food originates, reported Adweek.

"We wanted to bring in some cool digital elements, but we didn't want that to detract from the shopping experience," Matt Courtoy, Whole Foods' social and digital media specialist, told Adweek.

In the store's cafe, a digital screen runs an Instagram feed showing produce growing in the fields of six local farmers that supply the store. In another location in the store, a digital mirror encourages shoppers to strike three poses, and then feeds back to the customer three images of recommended health products. In addition, touch screens are built into display crates where beer, cheese and wine are sold.

The in-store technology is the latest effort by the grocer to differentiate itself in an increasingly competitive natural and organics market. Often given the nickname "Whole Paycheck," Whole Foods has vowed to start offering more competitive pricing as it vies to compete with the many larger, cheaper retailers now offering health foods. The promise is already underway as earlier this month the retailer announced a price cut on 400 items in five Austin stores.

For more:
-See this Adweek article

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