But Cooler Screens’ targeted digital ads deliver at the “moment of truth,” Avakian said, right as consumers decide which product to pull out of the fridge.īrands can place ads spread over multiple freezers, ones that display products’ nutritional labels, or ads triggered by weather or time of day. Traditionally, in-store advertising has been limited to options like signs, promotions and prominent placement on shelves. It’s raised more than $100 million from backers including Microsoft and Verizon.Ĭooler Screens CEO Avakian said he developed the concept after watching in-store customers whip out their phones to find product information and reviews. Though not all of Walgreens’ customers are fans, Cooler Screens’ concept has attracted prominent brands like Coke, Pepsi, Nestle, Kraft Heinz and Monster. The spokesperson said the screens add value because they give customers relevant product information to help them decide what to buy, and that Walgreens is evaluating the pilot to decide whether to expand further. Avakian said the company aims to bring its digital displays to a broad range of retailers including those in beauty, consumer electronics and home improvement.Ī Walgreens spokesperson said in an email that Walgreens is “committed to exploring digital innovation in effort to deliver new and different experiences for our customers.” “I hope that we will one day be able to expand across all parts of the store,” said Cooler Screens co-founder and CEO Arsen Avakian in an interview with CNN Business.Ĭurrently the startup has about 10,000 screens in stores, which are viewed by approximately 90 million consumers monthly, according to the company. Several other major retailers are launching their own tests with Cooler Screens, including Kroger, CVS, GetGo convenience stores and Chevron gas stations. Walgreens began testing the screens in 2018 and has since expanded the pilot to a couple thousand locations nationwide. ![]() Still, Walgreens and Cooler Screens are pushing forward. For this type of utilitarian-related setting, people like their certainty and simplicity.” Sevilla doesn’t believe consumers are looking for novelty when they visit a grocery store: “We all love to get into a supermarket and know exactly what we’re getting.
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