Walgreens, a staple of American convenience shopping, has recently implemented a substantial change in its freezer and fridge sections that has left some loyal customers shaking their heads in disbelief. The days of transparent glass refrigerator doors are now a thing of the past, as Walgreens introduces an innovative digital screen display in their freezer aisles. This move has raised eyebrows among traditional shoppers who are accustomed to seeing their groceries through clear glass doors.
The technological marvel behind this transformation is Cooler Screens, a startup that has developed a system using motion-sensor cameras to monitor and display images and product information on these digital screens. This includes pricing, deals, and, importantly, paid advertisements, which have brands excited about reaching more potential customers.
While the introduction of these digital screens provides Walgreens with a lucrative opportunity to boost revenue by offering ad space to eager brands, it has inadvertently sparked outrage among a significant number of customers who were perfectly content with the conventional glass doors.
Unhappy patrons have taken to various social media platforms, including the Chinese-owned TikTok, to vent their frustration with Walgreens’ new approach to displaying items in their fridges and freezers. One perplexed shopper on TikTok exclaimed, “Why would Walgreens do this? Who on God’s green earth thought this was a good idea?” On Twitter, another user stated, “Walgreens, NOBODY needs TV screens replacing doors in your cooler aisles… Stop.”
One Twitter user even humorously quipped, “The digital cooler screens at Walgreens made me watch an ad before it allowed me to know which door held the frozen pizzas.” Clearly, the transition to digital screens has left some customers questioning the need for such complexity in a place where simplicity has always been cherished.
Julio Sevilla, an associate professor of marketing at the University of Georgia, who specializes in consumer behavior, noted, “People really appreciate their routines. They’re not always seeking excitement. We all love to get into a supermarket and know exactly what we’re getting. I also know exactly where things are. For this type of utilitarian-related setting, people like their certainty and simplicity.”
This controversial change isn’t new, as Walgreens began testing the technology as far back as 2018. Since then, it has expanded the offering to encompass thousands of stores across the country. In an interesting turn of events, other retailers such as CVS, Krogers, and even some convenience stores and gas stations are following suit by digitizing their freezer sections.
Cooler Screens co-founder and CEO Arsen Avakian expressed his hopes for further expansion, stating in an interview with CNN Business, “I hope that we will one day be able to expand across all parts of the store.”
Currently, Cooler Screens boasts approximately 10,000 digital screens in American retail stores, with as many as 90 million impressions on customers every month. Despite the controversy, Walgreens remains steadfast in its commitment to exploring digital innovation to provide new and unique experiences for its customers.
It’s evident that Walgreens’ bold step into the digital age has ruffled feathers among some of its conservative-leaning customer base. However, it remains to be seen whether this controversy will translate into a lasting change in shopping behavior or if customers will ultimately embrace this technological shift as part of their Walgreens experience.
In a world where tradition and convenience often collide, the digital transformation of Walgreens’ freezer and fridge sections serves as a vivid reminder that progress, no matter how innovative, is not always met with open arms by those who cherish the familiar.
