Cooler Screens, announced today that it has raised more that $80 million in Series C funding (TechCrunch was first to report the news). This latest round from Verizon Ventures, Microsoft M12, Great Point Ventures, Silicon Valley Bank among others, and brings the total amount raised by Cooler Screens to more than $100 million.
The aptly named Cooler Screens replaces the plain glass doors traditionally used on coolers in stores with active electronic displays. These big, bright displays not only show the products and prices of what’s inside the cooler, but can also change to become dynamic ad spaces.
These ad spaces can highlight specific product or price promotions or literally act as a giant TV running a commercial. Cooler Screens also announced today that it’s technology is up and running in 50 Walgreens across the Chicago area, with plans to roll out to 2,500 Walgreens locations across the U.S.
In a recent phone interview, John Clavadetscher, President and CCO of Cooler Screens told me that when Cooler Screens hits that 2,500 mark, its screens will have a viewing audience roughly the same size as the Super Bowl every month. That’s a lotta eyeballs.
This knowledge of what you’re picking up can also create more upsell opportunities. Grabbing a six-pack of beer may prompt the screen to bring up an ad for frozen pizza, for example.
Cooler Screens isn’t the only company bringing more dynamic digital signage to stores. Outside the cooler section, AWM Smart Shelf installs digital displays on store shelves to create the same time of real-time advertising and upselling as well as power cashierless checkout.
With companies like Cooler Screens and AWM bringing their digital screens to stores, shopping for groceries is going to be a lot more like shopping online.
UPDATE: An earlier version of this article said that Cooler Screens was working with Grabango. While both technologies are being used by GetGo Market+Cafe, they are not working in unison. We regret the error.