er Screens expands its retail media presence in-store //

Cooler Screens today announced that they have expanded their in-store video screens offerings at NRF 2023. The technology was previously used to create video screens for the refrigerator doors at Walgreens, and other retailers. New screens will be made available for checkout coolers, store screens, and other applications.

Why do we care? Video screens that are tailored to particular contexts in a brick-and mortar location can create a more engaging experience. Advertisers can use them to push shoppers towards their products.

Retailers can increase the number of screens placed in key locations throughout their stores to produce more advertising inventory. We looked ahead at RMNs and saw that there is a growing demand for off-site advertising opportunities, while in-store advertising becomes saturated. Having more in-store inventory enhances the shopping experience and opens up opportunities for activations on-site.

Integrated screens throughout the store. The Cooler Screens experience for refrigerator doors displays a video recreation showing the products, prices, and special offers that shoppers will find inside.

The same capabilities will be available on screens in non-refrigerated aisles and coolers at checkout lines.

Cooler Screens founder Arsen Avakian said in a press release, “We are creating a comprehensive solution across the brick and mortar environment, fundamentally changing the in-store experience.”

Functionality. Functionality. The Cooler Screens system is “identity blind,” meaning it doesn’t collect personally identifiable information nor look for individual shoppers.

To display product information and promotions on the screens, data about shoppers’ behavior is collected. Retailers can optimize what they display on different screens in different contexts by combining performance data.

This allows brand advertisers and retail partners to look for the right opportunities and promote the products on the screens in a way that is relevant to shoppers.

Cooler Screens technology has been installed by Walgreens and Kroger as well as brand partners Anheuser-Busch InBev and Kraft Heinz Company Edgewell.

Cooler Screens boasts over 100 million screen viewers per monthly across 10,000 U.S.-based screens. Views are projected to double by 2023.

Explore deeper: 2023 Predictions: Experiences, ecommerce, and transformation

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