Kroger plans to use Cooler Screens technology to gain more data, measurement, and activation by connecting the smart screens to its retail media arm.

Cooler Screens’ technology, which works with new or existing digital screens, shows adverts and product information on the screens, allowing customers to interact with digital marketing.

Cooler Screens, which initially focused on cooler doors, recently broadened the types of surfaces that can support its technology as it seeks to capitalize on grocers’ growing interest in retail media networks and in-store digitization. Retailers can place the equipment on surfaces such as walls, end caps, and windows, as well as at checkout lanes and banner aisles, in addition to coolers.

The release made no mention of the surfaces Kroger intends to employ for the additional screens.

Cooler Screens stated that the agreement will assist Kroger customers in making shopping selections based on their personal preferences, diets, health needs, budgets, and lifestyles. For brands, the screens open up a new channel for in-store retail advertising.

According to Cara Pratt, senior vice president of Kroger Precision Marketing, the expansion expands Kroger’s ambition for its retail media plays, including its work with its data and analytics unit 84.51°.

Cooler Screens’ partners include Walgreens, Giant Eagle’s GetGo convenience stores, Chevron, and Western Union, in addition to Kroger.

Cooler Screens promises that by early 2024, its advertising technology, which enables a multi-retailer countrywide network, will have reached more than 200 million monthly viewers. Cooler Screens stated during the National Retail Federation’s convention in January that it has approximately 100 million viewers each month across 10,000 screens countrywide.

Cooler Screens officials stated at the conference that the firm plans to treble the number of screens under deployment in the next 12 to 18 months to 40,000 altogether.

In the midst of the current retail media boom, industry experts have remarked that coolers are one area where grocers might advertise, but have cautioned that the benefits of in-store advertising are not as easily quantifiable.

“From a consumer impact standpoint, in-store screens, coolers, and other similar devices can be really effective,” Jordan Berke, CEO and creator of Tomorrow Retail Consulting, stated earlier this year.


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