New Technology Puts Video Ads on Store Cooler Doors

Anthony International has been testing its iDOOR® technology with positive results.

November 19, 2015

SYLMAR, Calif. – In October, Anthony International showcased at the NACS Show the iDOOR digital solution for convenience stores, a patented technology that uses a transparent LCD embedded within refrigeration cooler or freezer doors that plays full motion video.

iDOOR allows video and animation in full HD to be played on the door, while also giving customers the ability to still see the products inside the cooler or freezer. Anthony President Craig Little said the technology “will revolutionize how retailers merchandise their brands, increase impulse purchases and engage with customers through cooler and freezer refrigeration glass doors.”

Since iDOOR’s launch, AdAge reports that Anthony International and digital signage firm Real Digital Media have been testing the tech at Circle K and 7-Eleven franchisees. The ads are mostly transparent, so customer views aren’t blocked from seeing the products behind the doors, Ken Goldberg, CEO of Real Digital Media, told the news source. And the ads can be changed from a central location.

AdAge reports that an 11-week test by VideoMining at a Florida convenience store found a 13% increase in traffic to cooler doors, 19% increase in sales of promoted fountain drinks, 3% increase in overall store traffic and a 4% increase in sales from products behind cooler doors. Video captured during the test shows that shoppers are looking at the ads fairly frequently.

"The first thing is the wow factor," Mike Jammu, a south L.A. 7-Eleven franchisee who tested the iDOOR system, told the news source. "When people walk into the store, they haven't seen anything like it," he commented. Being able to change the ads during the day is also a help, Jammu noted, and he changes ads to focus on prepared foods specific to certain times of the day.

"This seems like it could be pretty big," Nikki Baird, managing partner with retail technology consulting firm Retail Systems Research, told AdAge. "You can't help but see it. But you can also see in the case and find what you're looking for. It just facilitates the attention rather than interrupting it."

Advertisement
Advertisement
Advertisement