Retail company Kroger is bringing digital smart screens to 500 stores across the U.S as part of a partnership with Cooler Screens.
The decision to add the retail media technology follows a three-year pilot that focused on improving in-store consumer experiences with dynamic, interactive media and digital merchandising.
The digital technology enables grocers and retailers to add pictures, information and promotions directly to the store’s cooler doors and surfaces. It is typically found in the freezer and refrigerator aisles of grocery, drug, and convenience stores.
According to the firms, the deal will allow Kroger customers make better-informed decisions based on their own preferences, diets, health needs, budgets and lifestyles.
“We’re excited about this continued collaboration as it extends our vision for the future of retail media, offering brands another powerful marketing lever inside the store,” said Cara Pratt, senior vice president at Kroger Precision Marketing.
She added: “Cooler Screens shares and further enables this vision by bringing the best of digital experiences directly into our retail stores while integrating with our 84.51° data science platform to create an engaging and valuable experience for our customers, associates, and brands.”
With in-store retail media increasingly becoming an effective way to reach consumers at their points of decision, Cooler Screens’ advertising platform is projected to more than double its reach to over 200 million viewers per month by early 2024.
Cooler Screens CEO and Founder, Arsen Avakian, said: “We’re humbled to expand our strategic alignment with Kroger, which is a pioneer in retail media and second-to-none in the use of consumer insights. And like Kroger, we use consumer insights to create a triple win for consumers, brands and the retailer.”
