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04/16/2021

Choice Market puts high-tech spin on convenience in new location

Marianne Wilson
Editor-in-Chief
Marianne Wilson profile picture

A retailer that combines the selection of a natural grocer and the footprint of a c-store with the newest technology is looking to reinvent convenience with the opening of its new location in Denver.

Choice Market has opened its largest and most high-tech location to date: a 5,000-sq.-ft. store on the ground level of an upscale high-rise apartment building in Denver’s Golden Triangle neighborhood. Choice Market, which operates four stores (all in Denver), plans to expand in Colorado and beyond in 2021.

The newest Choice Market offers a totally contact-free shopping experience (for those that want it). Using the brand’s Choice Now mobile check-in and cashierless checkout technology (powered by AiFi), shoppers scan the app upon entry, pick up their groceries, freshly prepared meals and other items and then leave without a traditional checkout. A receipt is sent directly to the customer’s mobile device moments after they exit the market. The frictionless-less technology utilizes hundreds of ceiling cameras. 

“This is the largest camera-only store that we’ve launched in the U.S. to date and we’re excited to partner with Choice to bring seamless shopping to its customers,” said Steve Gu, co-founder and CEO of AiFi. 

Choice Market’s mobile app also enables customers to shop the entire market by dietary lifestyle or recipes, all while acquiring loyalty points that can be redeemed for future discounts. Shoppers can also use the app to order any item in the market (including alcohol). Using its fleet of electric vehicles and e-bikes, the retailer delivers the items to customers’ doors in 45 minutes or less.   

Designed specifically for the Golden Triangle neighborhood, the store features an extensive selection of groceries, including expanded seasonal produce, dairy and protein departments. It also has a large selection of grab-and-go options.

In line with its commitment to offer local, high-quality fresh foods and groceries, the offerings include products from more than 60 Colorado suppliers. Two of those suppliers – Method Coffee Roasters and High Point Creamery — have dedicated shops inside the market, offering small-batch roasted coffee and premium hand-dipped ice cream.