New York-based MetroClick has launched an interactive smart cooler that brings digital media to store shelves.

Smart coolers can boost sales, improve interaction with customers, enhance in-store experience and provide actionable analytics.

Consumer packaged goods companies have long supported retailers’ efforts to replicate the benefits of the online interactive shopping experience in the physical store. Dynamic in-store digital experiences such as interactive smart coolers help the retailer and brand partners break through the noise of the marketplace and get their messaging to the customer.

The MetroClick interactive smart coolers have a standard refrigerated case with a transparent LCD on the door that is attached to a commercial grade network media player and external speakers. The door display screen is being trialled at a top five retailer by a beverage marketer, which is looping calls to action for the brand’s products and apps. The content will soon be customised for each location depending on product assortment and co-branding.

“Brands and retailers have lofty goals for the interactive smart coolers, including revolutionising the shopper’s in-store digital experience and growing loyalty,” said Taylor Miller, COO at MetroClick. “By using the latest touchscreen technology and ultimately enabling customised messaging based on smartphone opt-in campaigns, we expect the companies will see a quick RoI on each installed unit.”

The coolers being tested replace non-digital units and are already increasing sales and shopper engagement at retail locations in Los Angeles, Atlanta, Nashville, Tallahassee and Normal, Illinois. Additional locations for the cases will be announced shortly.

“CPG companies invest significant resources to bring the latest brand merchandising tools to retail customers and consumers,” said Jesse Cooper, CEO at MetroClick. “Our inventive way to communicate messaging at the point-of-purchase is already enhancing the connection with the shopper. The vertical canvas is perfect to adapt social media content, not to mention zero waste comparing digital content with traditional printed advertising.”

The software for the coolers manages the user interface, collects data on each interaction and helps the brands and the retailers optimise the way each case is stocked with product used as a messaging platform. It has a wide range of communications capabilities, from straightforward advertising and product promotion to customisable offerings transferred to a mobile device.

“The proliferation of innovative offerings in all beverage categories creates the need for brand owners to differentiate themselves in key retail environments like convenience stores, supermarkets, and beer, wine and spirit shops,” said Ken Aufiero, beverage channel executive at MetroClick. “The MetroClick interactive smart cooler is designed to influence in-store shopper behaviour wherever chilled products are sold, giving marketers the ability to deliver customised messaging that engages consumers in real time.”

MetroClick merges hardware manufacturing capabilities and an in-house software development team to create digital communications functionality, customisation and versatility.