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Kroger (KR) - Get Free Report  the largest supermarket chain in the U.S.,  announced this morning that it is looking to fill 10,000 permanent positions across its 2,796 food stores.

Cincinnati-based Kroger is a "place where you can come for a job and stay for a career," said Tim Massa, Kroger's group VP of human resources and labor relations, in a statement on Monday.

The company currently employs 443,000 associates at its supermarkets, multi-department stores, jewelry stores and convenience stores, located across 35 states and in the District of Columbia, Kroger said.

Kroger's employment announcement comes as it tests its new "digital shelf edge" project.

Under the project, and through the use of analytics and sensor technology, customers at Kroger supermarkets will be able to interact via their mobile devices with 4-inch color display screens, placed on food shelves, to find best prices and products to meet their individual needs, Kroger Chief Information Officer Chris Hjelm told the Wall Street Journal.

Hjelm said the technology is currently being tested at 14 stores near Kroger's headquarters and additional devices will be deployed at various other locations later this year, according to the WSJ.

The project is part of Kroger's push to compete with online competitors Amazon (AMZN) - Get Free Report and Walmart (WMT) - Get Free Report , which boosted its e-commerce business with the $3.3 billion purchase of online retailer in August.

Kroger did not return a request for comment.

Shares of Kroger fell 39 cents, or 1.1%, to $33.71 in early afternoon trading.