Kroger, United State’s largest supermarket chain and second largest retailer, in a partnership with Microsoft, has developed a set of in-store technology to compete with Amazon.

While other retailers and grocery chains have implemented online ordering, curbside and home delivery services, Kroger included, the supermarket chain sees an opportunity to do more: integrating bits of technology such as smartphones and digital displays, as well as “old” established tech, such as barcodes, and creating what might be the first iteration of the future supermarket.

With the exception of online ordering, grocery shopping hasn’t changed much, but Kroger and Microsoft want to alter the experience itself.