Dive Brief:
- Several convenience store retailers have experimented with in-store digital smart screens as the industry continues to grow its digital capabilities, according to a recent announcement from smart screen vendor Cooler Screens.
- Such c-store retailers include GetGo Market + Cafe — the c-store arm of grocery chain Giant Eagle — Chevron and Nouria Energy. One of these retailers has seen a 5.5% increase in same-store beverage sales, as well as a 4.9% increase in beverage transactions in digital versus non-digital stores, since tapping the technology, though Cooler Screens did not note which one.
- These digital screens showcase product information on beverage coolers and offer a retail media revenue opportunity for c-stores.
Dive Insight:
Beyond the growth in beverage transactions that digital smart screens can spur, Cooler Screens says c-store shoppers generally seem to enjoy engaging with them, with 82% of c-store consumers saying they’ve had a positive experience using the tool.
However, not every industry and customer base seems to be enjoying the technology.
After announcing it would roll out digital smart screens across some of its stores back in 2020, Walgreens has tried to remove the technology from its stores due to consumer annoyance and confusion. This has resulted in Cooler Screens, the vendor whom Walgreens partnered with, suing the retailer for $200 million for breach of contract.
Earlier this year after a successful pilot, grocery giant Kroger revealed a deal with Cooler Screens, which will bring the digital smart screens — and retail media capabilities — to 500 locations.
According to its website, Cooler Screens has over 10,000 screens in over 700 retail stores across the U.S.
Cooler Screens’ proprietary technology, its One Store One Platform solution, uses motion sensors and cameras to display what’s inside cooler doors, as well as product information, prices, deals and paid advertisements.
Arsen Avakian, CEO of Cooler Screens, said in the announcement that these types of digital experiences can help c-store retailers keep pace with consumer expectations and draw them into stores.
"Our continued growth in this category underscores how our technology enables c-store retailers to deliver a superior in-store consumer experience, realize better outcomes, and modernize the in-store environment,” he said.
