Transparent door ads capture consumers’ attention at grocery and convenience stores
The typical in-store video ad is pretty easy to ignore, and it also requires the customer to make a deliberate decision to look at it. That soon might change with a new technology called the iDoor, which puts video or still ads on refrigerator and freezer doors in grocery stores, convenience markets and drug stores.
The ads themselves are transparent––at least, in varying degrees based on the colors in the ad. Since customers can still see what’s behind the doors, the advertising is more integrated, more seamless, and in a sense, more difficult to pass by. The ads can be controlled nationwide from a central location.
Equipment manufacturer Anthony International and digital signage maker Real Digital Media fashioned the iDoor, which has been tested in both Circle K and 7-Eleven stores in addition to several unnamed grocery stores. Anthony International has approximately 600,000 doors around the nation that could potentially be refurbished with the iDoor. Each installation of the new technology is about $5,250.
While a direct use of the iDoor is to advertise products in the cooler behind it, cross-merchandising is another option––marketing chips or frozen foods in a refrigerator that contains soft drinks, for example.
Part of the appeal for the customer is perhaps how unexpected and disruptive the video ads are, particularly in what would likely be a routine stop.
In an 11-week test conducted by VideoMining, a third-party analytics firm, a convenience market in Florida saw a 13 percent increase to cooler doors, a 4 percent increase in sales of products sold in coolers, a 19 percent increase in sales of advertised soft drinks, and a 3 percent increase in store traffic overall. Shoppers also reportedly stopped more frequently while shopping to look at the ads.