Kroger equips 500 stores with Cooler Screens

After a three-year pilot project with the company Cooler Screens, US retail giant Kroger has decided to equip 500 of its stores with these digital doors on refrigerated cabinets. These run, among other things, advertising content from brand manufacturers, which ‘Kroger Precision Marketing’ of the retail company’s in-house market research platform 84.51° serves up.

The screens occasionally show advertisements from the manufacturers and also the current assortment, which is located in the refrigerated display unit behind the door, with a high-resolution image in real size, price and additional information. Using sensors and cameras, the refrigerated cabinets also record their current stock – and reflect this on the digital screens. For example, products that are out-of-stock are greyed out.


The digitalised cooling cabinets also enable the analysis of shoppers’ reaction to the in-store advertising through cameras. Cooler Screens emphasises that the protection of personal data is absolutely guaranteed, as the analyses are carried out anonymously.

Not only enthusiasm among shoppers and the media

In the USA, Walgreens is also testing the digital doors from Cooler Screens. On social media, however, the company did not only receive approval: “They seriously force me to watch a commercial before they tell me where the drink I want is,” complained one customer on Twitter. The TV station CNN picked up on the criticism and, in a report in March 2022, criticised the technology for not solving any problem at all, as taking goods out of a fridge has never been a problem.

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Björn Weber

Björn Weber has been a journalist, analyst and consultant specialising in the retail and consumer goods industry for over 20 years. Prior to founding Fourspot, which is publishing The Retail Optimiser, Björn Weber headed the international analyst group LZ Retailytics. Previously, he was Research Director Retail Technology and Head of Planet Retail in Germany. Before that, Björn Weber was editor for IT & logistics topics at Lebensmittel Zeitung for eight years. Björn Weber is a member of the jury of the Retail Technology Award (Reta Europe) of the EHI. He is a regular speaker at events of the EHI, the NRF, industry media and the Consumer Goods Forum.

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