Louisville Business First reports that Kroger is working with GE Appliances to provide culinary content on touchscreens installed on smart ovens and ranges.
According to the story, “With an update, over 150,000 consumers with select GE Profile, CAFÉ and Monogram wall ovens and slide-in ranges can now access seasonal culinary inspiration from their appliance’s LCD screen … The touchscreen on the appliance will showcase a rotating selection of recipes from Kroger and other strategic consumer packaged goods partners, including King Arthur Baking.
“The recipes will direct consumers to precision cooking modes that can help improve the cooking results of the recipe. Some recipes include One Pan Taco Bar and Sheet Pan Gnocchi with Sausage, Apple Spinach Pork Loin and Savory Bread Pudding Casserole, the release notes. Holiday baking dishes recipes include King Arthur’s Giant Cinnamon Roll and Spiced Hot Cocoa Cookies with Marshmallow Middles.
“If a recipe captures their attention, users can click to view the list of ingredients and instructions. One more touch will add all the necessary ingredients to their Kroger Family of Companies cart. A QR code scan will guide owners to link their Kroger account the first time they use the feature.”
KC’s View:
I would assume that companies like King Arthur are being charged for that media placement – which means that those touchscreens actually can serve as an extension of a Kroger retail media network platform.
In some ways, this is smart. But I do think that retailers have to be careful about the tone and ubiquity of what essentially are ads. I can imagine this being useful, but also can imagine it easily tipping over into being annoying, and just so much more noise and clutter.
Access to people’s kitchens is a privilege to be carefully, surgically curated. Abuse of the privilege would not go well for the marketers.
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