Walgreens replaced some fridge doors with screens. And some shoppers

The screens, which were developed by the startup Cooler Screens, use a system of motion sensors and cameras to display what’s inside the doors — as well as product information, prices, deals and, most appealing to brands, paid advertisements. The tech provides stores with an additional revenue stream and a way to modernize the shopping experience.

But for customers who just want to peek into the freezer and grab their ice cream, Walgreens (WBA) risks angering them by solving a problem that shoppers didn’t know existed.

Retailers are eager to add new experiences to their physical stores. But many consumers aren’t eager to change their habits — and they certainly aren’t used to watching freezer-display ads.

“People really appreciate their routines. They’re not always seeking excitement,” said Julio Sevilla, an associate professor of marketing at the University of Georgia who studies consumer behavior.

Digital screens, he said, can add uncertainty and physical barriers to a simple and literally transparent process: reaching into a glass fridge.

Sevilla doesn’t believe consumers are looking for novelty when they visit a grocery store: “We all love to get into a supermarket and know exactly what we’re getting. I know also exactly where things are. For this type of utilitarian-related setting, people like their certainty and simplicity.”

Big-name stores

“I hope that we will one day be able to expand across all parts of the store,” said Cooler Screens co-founder and CEO Arsen Avakian in an interview with CNN Business.

Currently the startup has about 10,000 screens in stores, which are viewed by approximately 90 million consumers monthly, according to the company. Avakian said the company aims to bring its digital displays to a broad range of retailers including those in beauty, consumer electronics and home improvement.

A Walgreens spokesperson said in an email that Walgreens is “committed to exploring digital innovation in [an] effort to deliver new and different experiences for our customers.”

The spokesperson said the screens add value because they give customers relevant product information to help them decide what to buy, and that Walgreens is evaluating the pilot to decide whether to expand further.

‘Moment of truth’