Walgreens has introduced new digital technology that’s not some early April Fool’s joke and has customers seething with anger.
Technology
Whenever American customers go to any store to pick up cold beverages, frozen food, ice cream, or ice, they are used to always seeing the available items through a glass door then opening the door to select the item of their choice. Now, Walgreens has decided the old way is no longer good enough — at least not for them and their marketing research.
Across the country, the popular food and drug store has begun replacing clear glass doors on their coolers with digital screens. So, instead of seeing the actual items being kept under refrigeration, customers now see digital art of what’s (supposedly) behind the door.
OK, so why is that a bad thing?
The new doors, developed by Cooler Screens, require customers to watch an ad BEFORE the door is allowed to be opened. Additionally, cameras are pointing back at the customer, gathering information on their gender, race, height/weight, and other data that can be used and sold for marketing purposes.
Needless to say, customers are NOT happy and have taken to social media to drag Walgreens through the mud.
“Why would Walgreens do this? Who on God’s green earth thought this was a good idea?” said a Tik Tok user. “The digital cooler screens at Walgreens made me watch an ad before it allowed me to know which door held the frozen pizzas,” barked a Twitter user.
Henry Brewer of Chicago called the technology “very in-your-face” and “intrusive,” saying, “We see advertisements literally everywhere and now I have to go see it on the cooler? It doesn’t just seem necessary, and I think it’s a turnoff to the consumer when this wasn’t a problem.”
In addition to frustrations over privacy concerns, customers have reported screens inaccurately representing products in stock. Or, in other words, they’re begrudgingly watching the required ads, then finally opening the door only to discover that their desired item is not even in the cooler.
Regrettably, the technology won’t be going away anytime soon and Walgreen’s isn’t the only corporation with plans to utilize it widely.
“There’s a big movement in retail right now to create what’s called a ‘retail media network,’ which taps into all the ways brands can interact with that retailer digitally,” said Chris Walton, a former vice president at Target.
So, prepare yourselves. Kroger, CVS, GetGo convenience stores, and Chevron gas stations have already begun incorporating the screens, while major household brands including Coke, Pepsi, Nestle, Kraft Heinz, and Monster are planning to jump on the bandwagon soon.
OK WASSUP! covers Technology News:
Walgreens angers customers with digital ad screens.
Thanks for the heads-up DJ. I wasn’t aware of this until now.
Wow! I’m speechless to tell you the truth.
I absolutely agree with Mr. Brewer. It is indeed “very in-your-face” and “intrusive.”