Walgreens customers gave the doors mixed reviews, according to media accounts.Ĭooler Screens said in a statement that “third-party consumer surveys taken earlier this year show that 79% of respondents reported that in-store digital advertising positively impacted their shopping experience, while only 6% said it had a negative effect.” “We are disappointed that Cooler Screens is falsely claiming that anything other than their failure to perform was the basis for the termination of our contractual relationship,” Walgreens said in its statement. that served different messages to passersby, depending on whether or not they had facial hair.Cooler Screens said it spent $45 million making and installing doors in the first 700 stores, $88 million on doors that haven’t been installed, and more than $100 million on third-party vendors. Last November, in one example, the Movember Foundation men’s health charity ran a digital billboard campaign in Australia and the U.K. Ice cream brands could duke it out to get the most prominent placement when it is 97 degrees outside an older man could see ads for different products than a younger woman.Ĭameras and sensors inside the coolers connected to face-detection technology also can determine which items shoppers picked up or looked at, giving advertisers insight into whether their on-screen promotions worked-and can let a retailer know quickly if a product has gone out of stock.īrands have had some opportunities to use sensors and cameras in and outside of stores for advertising before. This new technology could provide brick-and-mortar stores with a marketplace similar to online advertising. The refrigerator and freezer doors act as a digital merchandising platform that depicts the food and drinks inside in their best light, but also as an in-store billboard that can serve ads to consumers who approach, based on variables such as the approximate age the technology believes they are, their gender and the weather.
Walgreens Tests Digital Cooler Doors With Cameras to Target You With Ads A startup called Cooler Screens puts a high-tech twist on in-store marketing The company wants to engage more people with advertising, but the reaction, so far, is annoyance and confusion.Ĭooler Screens fridge doors shown at a Walgreens in Bridgeview, IL on February 7th 2022. The tech provides stores with an additional revenue stream and a way to modernize the shopping experience.īut for customers who just want to peek into the freezer and grab their ice cream, Walgreens (WBA) risks angering them by solving a problem that shoppers didn't know existed.
The screens, which were developed by the startup Cooler Screens, use a system of motion sensors and cameras to display what's inside the doors - as well as product information, prices, deals and, most appealing to brands, paid advertisements.
Some customers really, really aren't into it. New York (CNN Business) Walgreens and other retailers have swapped out the clear fridge and freezer doors at thousands of stores, instead adding opaque doors with iPad-like screens showing what's inside. And some shoppers absolutely hate it By Nathaniel Meyersohn, CNN Business Walgreens replaced some fridge doors with screens.
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