Insider recently shared an article on Cooler Screens, their lawsuit issues with Walgreens and our opinion about the weakness of the product as a Point of Sale digital Out of Home product. We noted that German based Invidis Group was in Florida last week, and saw the Cooler Screens in use at a mini-mart. We wanted to pass along their comments on the Cooler Screens concept (below).
The retail media provider Cooler Screens, which has a lot of investor capital, equips POS refrigerated cabinets with display doors that show the product range as well as advertising. But consumers and, surprisingly, retail companies are increasingly resisting the big screens, while advertisers are enthusiastic about the retail media offering. But without the acceptance of all stakeholders, advertising cannot work.
Invidis looked around Cooler Screens on site in Florida and observed consumers shopping. Large-scale, all-display campaigns are completely missing, only individual screens are fully animated for a short time. However, one of the major levers of the concept is missing – the immersive, unmissable advertising effect. In contrast, the only animations are slightly, almost too subtly animated virtual shelf displays and digital stickers on selected products.
On the other hand, the heat generated by the display doors is striking – the high operating costs are one of the main reasons why Walgreens stopped the rollout in its stores, along with the distracting content concept (“Looks like Vegas”). That must mean something when an American company stops a digital signage project despite low electricity prices in the USA.
Without knowing the details of the contracts – trading companies like Walgreens certainly pay more than just electricity consumption – the very obvious retail media concept that dominates the POS does not seem to work.
You can read the full Invidis article at this LINK.
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