What happens when a global leader in computing technology and an iconic global food brand team up to deliver solutions to grocery shoppers?

The answer is the best of both worlds: a fusion of interaction and information that broadens consumers' tastes and builds upon mutual legacies of quality and service.

Last year, Intel Corp. and Kraft Foods jointly designed a state-of-the-art Meal Planning Solution, based on the Intel Core i5 processor, to demonstrate how a traditional self-service kiosk can be transformed into an interactive, immersive retail experience with measurable results. This year, Intel and Kraft have added an even more personal touch: a hands-on sampling experience that serves the shopper, store and brand.

Progressive Grocer spoke with Ed Kaczmarek, director of innovation and consumer experiences at Northfield, Ill.-based Kraft, and Shailesh Chaudhry, strategic marketing manager for retail at Santa Clara, Calif.-based Intel, about the evolution of this joint project.

Progressive Grocer: How have you upgraded or changed the transformative Meal Planning Solution that you unveiled last year?

Ed Kaczmarek: In spring 2011, we launched the Meal Planning Solution as a strategic concept to connect with consumers at the point of sale. Leveraging our key learnings from that project, we are now introducing the next evolution of this technology, which we are calling iSample. It's a digitally immersive brand experience that targets on-the-go consumers. With iSample, consumers can interact with their favorite Kraft brands to sample products, plan meals and find products. Ultimately, we believe that this type of consumer engagement has the power to drive retail basket size, return visits and market share.

"We are leveraging the power of Intel's second-generation Core i5 processor to create the most amazing digital experiences." –Ed Kaczmarek, Kraft Foods

PG: Can you describe other cutting-edge features of the system that underscore the fact that the future is now?

EK: Anonymous viewer analytics deliver the most relevant experience showing who is interacting with the unit. The technology can select from millions of faces and indicates both the age and the gender of people interacting with the unit, as well as dwell time. We know what their interactions have been, so we can better understand how they are interacting and also how they are sharing with friends.

PG: How does the iSample function marry the latest technology and old-fashioned high-touch service?

Shailesh Chaudhry: One of the things we are all trying to do is create an emotional connection. Product and price are important, but the key for retailers is how to really create brand loyalty by the emotional connection with shoppers so they keep coming to the store. By utilizing technology to create that connection, you do things that really matter to the consumer.

"Product and price are important, but the key for retailers is how to really create brand loyalty by the emotional connection with shoppers so they keep coming to the store." –Shailesh Chaudhry, Intel

EK: The fun element is the whole user experience. For instance, if a retailer has the Jell-O version of the iSample System, adult shoppers can sample Temptations by Jell-O desserts. The system basically scans the consumer and points out that it's the first Jell-O dessert for adults. If the system recognizes that a child is in front of it, it will not offer that sample, and say something like, "This is only for adults." It reinforces that the brand is specifically for adults to enjoy. The really wonderful thing about working with Intel is that we are leveraging the power of their second-generation Core i5 processor to create the most amazing digital experiences.

PG: Is this a one-size-fits-all solution, or can it be customized?

SC: We have taken a modular approach to develop the iSample platform to help retailers scale this solution in a way that allows for customization, but still keeps cost down. All of the back-end technology can be reused, too. This common platform can deliver experiences that are unique for each brand and retailer, which is an important factor in this industry. In addition to the very powerful analytics, the unit can be used as an advertising, new product introduction and snack vending platform when it's not being used for sampling.

EK: To that point, I don't think any retailer would want a machine doing just one thing month after month. This way, it's something new and engaging, and it could definitely draw incremental trips to the store location.