ALPHARETTA, GA - Whole Foods' new flagship store in Alpharetta, GA is pushing the limits for how shoppers interact with their produce, taking the produce aisle digital for a refreshingly modern shopping experience.

Across the wall of the store's cafe, an Instagram feed shows rolling pictures of produce growing in the six local farms from which Whole Foods sources the fruits and vegetables it puts on sale each day. Digital mirrors in other parts of the store invite shoppers to “strike a pose.” Each different pose, of which there are three to choose from, triggers informational images of products Whole Foods recommends purchasing in order to meet one's daily health requirements. Finally, walking down the beer, cheese and wine aisles offer an assortment of touch screen displays, intended to help consumers pick their favorite variety.

Check out these interactive technologies live on the Whole Foods video below:

“We wanted to bring in some cool digital elements, but we didn't want that to detract from the shopping experience," explained Matt Courtoy, Whole Foods' Social and Digital Media Specialist.

"Educating you on the people that are bringing you the food is a huge differentiator—[that's] not easily replicated by the big-box grocers or Amazon," agreed Donald Chesnut, Chief Experience Officer for SapientNitro.

Between its experimentation at the Alpharetta location and Whole Food's inaugural national marketing campaign, it is clear the organic retailer is taking new steps to connect with its customer base. Whether these techniques will be effective at communicating the Whole Foods story and message is yet to be determined, but innovations such as these are always a refreshing thing to learn about.

Stay tuned to AndNowUknow for future updates on Whole Foods and the evolution of the retail shopping experience. 

Whole Foods