![]() Through the collaboration, Cooler Screens will work with Microsoft to scale the delivery of its immersive digital media and merchandising platform hosted on Microsoft Azure to retailers and product brands. announced a multi-year collaboration focused on bringing an immersive digital experience to brick-and-mortar retail environments. Not displaying those items on shelves helps reduce their consumption by the public.The press release below was updated to clarify Cooler Screens' current partnership with Walgreens.Ĭooler Screens and Microsoft Corp. For example, in Western Australia, there’s a display ban on tobacco and smoking items. By hiding those drinks behind an opaque door, Walgreens would be able to push customers to go for healthy products and ignore those unhealthy alternatives. Digital doors can cut down the impulse buying of cold and preservative-added drinks as they are not ideal for consumption. However having said that, Walgreens can make good use of digital doors and foster healthy brand values. It also slows down the visual mapping of product image/content with the actual item inside. An easy conversion! But digital doors add resistance to this experience since customers won’t like waiting for the doors to first display what’s inside and then search for it inside the refrigerators. Customers have a glance at the drinks through the glass doors and buy them instantly. Digital doors seem to ruin the personalized shopping experience. I don’t think digital doors will be of much value for shoppers. And some shoppers absolutely hate it – CNN Walgreens replaced some fridge doors with screens.It says that it works with over 180 consumer packaged goods brands. The company claims that its retail partners include Chevron, Get Go and Kroger, in addition to Walgreens. It does, however, collect information on the numbers of people who walk in front of the doors as well as dwell time and door opens. The technology behind the digital doors is said to be “identity blind” and does not capture or store personal data on shoppers. Sales of advertised products also do better than in stores with traditional doors. The company behind the technology, Cooler Screens, says that 90 percent of the 2,200 consumers it has surveyed since February report having a positive experience across six key metrics, including product in-stock availability, store navigation, product selection, purchase decision, product appeal and content engagement.Ĭooler Screens also reports that retail sales of products in stores with its 4K digital smart screens are significantly higher than comparable locations in the area. The drugstore retailer began testing the concept in 2018 and has rolled it out to thousands of stores since then. The digital doors, to be clear, are not new to Walgreens. The products on display are never in the cooler - you mostly find empty shelves.”Ī Facebook user wrote, “ This is supposed to ‘solve’ my problem as a consumer? No, definitely NOT! In fact, it’s going to add to my problems as a consumer ’cause when I suffer through the advertising waiting for the screen to show me which drinks are in what cooler, and I open that cooler to find it doesn’t contain the drink I want…I’m going to hunt down the store manager…” I am tired.”Īnother tweeted, “It wouldn’t be so annoying if the screen didn’t play bait and switch. One Twitter user, found by RetailWire, wrote, “ Walgreens is replacing the basic glass transparent cooler doors with screens that of course serve you ads. That’s the reaction of customers, CNN reports, to the decision by retailers to replace see-through cooler doors with opaque digital alternatives that are activated by the presence of shoppers to provide product information, prices and special deals.Ĭonsumers have taken to social media to voice their complaints about the new doors.
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