Kroger expands partnership with Cooler Screens to 500 stores

Hundreds of Kroger stores across the country are about to get a tech upgrade to their refrigerated foods sections through an expanded partnership with grocery tech media company Cooler Screens.  

The partnership will bring the Cooler Screens’ digital, Internet of Things-enabled smart screens to coolers, and possibly eventually other surfaces, at approximately 500 Kroger locations. It follows a three-year pilot aimed at “improving in-store consumer experiences with dynamic, interactive media and digital merchandising,” the tech company said. 

“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, in a statement. “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.” 

The screens, which enable grocers to promote products, specials and other deals electronically, will be located in refrigerated and freezer sections for now. That could change, though, as the companies are actively discussing expansion opportunities, a Cooler Screens spokesperson told WGB. 

A Kroger spokesperson said in an email response to question that the pilot was initially in a few stores. "This broader expansions will include multiple banners and states. We will continue to test and learn to best understand how our diverse customer base engages with the screens,” the spokesperson added. 

The tech company announced in January at the National Retail Federation’s annual conference and expo that it is now offering its screens in other sections, such as end-caps, checkout lane coolers, pharmacies and more. 

Discussing the Kroger deal, Cooler Screens CEO and Founder Arsen Avakian said in a statement that the company is “humbled to expand our strategic alignment.” “And like Kroger, we use consumer insights to create a triple win for consumers, brands and the retailer,” he added. 

In addition to grabbing customers’ attention and serving as an in-store retail media network, the new screens will allow shoppers to make more informed decisions about their purchases based on health needs, budgets, diet and lifestyle, the company said.

Cooler Screens also has deals with Walgreens and a number of other non-supermarket-related retail operations. The company faces competition in a growing field from competitors like Grocery TV, which has screens in Cub, Schnucks and Lunds & Byerlys. Grocery TV recently expanded its own line of digital screens, allowing grocers to manage campaigns across multiple stores and expanding to new areas of the stores. 

Digital display provider Lightbox, also a major player in the field, has its screens displayed at Albertsons and Giant Eagle, among others. 

* This story was updated with a quote from a Kroger spokesperson.