Going to the grocery store is about to get a lot more personal: one of the biggest names in food is preparing to launch “smart shelves” to gather intelligence on consumers and customize their shopping experience.

Mondelēz International, the parent company of Kraft Foods, plans on having their space-age smart shelves rolled out on supermarket floors sometime in 2015. And if all goes as planned, soon after the multi-national corporation behind products such as Chips Ahoy, Oreo, Wheat Thins and Ritz will begin collecting analytics about impulse buys and learn new ways to bring customers the products they crave.

The devices — still in development — will rely on high-tech sensors to snoop in on the facial features of shoppers and predict roughly their age and sex. From there, a database of intelligence can be matched in real-time and allow Mondelēz to make recommendations, offer discounts and practically any other imaginable option. All, of course, specific to how the company’s data perceives that type of customer.

“Knowing that a consumer is showing interest in the product gives us the opportunity to engage with them in real-time,” Mondelēz CIO Mark Dajani told the Wall Street Journal recently.

Speaking to the Journal’s Clint Boulton, Dajani described how customizing what each consumer sees offers an array of new opportunities to the retailer.

“When people walk by, it’s a missed opportunity,” Dajani told the paper. “We must know how the consumer behaves in the store.”

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