Commercial refrigeration manufacturer, Imbera, has signed an OEM agreement with VSBLTY, a retail marketing technology company.
VSBLTY will integrate its software technology with Imbera’s diverse portfolio of self-contained, turnkey refrigerated coolers/freezers that will feature transparent doors engineered to run video content to engage shoppers while gathering valuable customer analytics.
According to Grand View Research, the retail digital display market is projected to be worth $32 billion with growth of eight per cent CAGR through 2025.
VSBLTY technology provides enhanced customer engagement and audience measurement using machine learning and computer vision, according to VSBLTY co-founder & CEO Jay Hutton.
“Our industry leading VisionCaptor and DataCaptor software combine motion graphics and interactive brand messaging with cutting-edge computer vision measurement and insights. This technology will be incorporated in Imbera’s free-standing coolers,” he said.
“As our industry pivots to incorporating the ‘Store as a Media Channel’ there is broad recognition that the cooler/freezer door is among the most attractive platforms to become a digital canvas.”
This is not only due to its physical size but also to its position as a ‘destination’ location in the store, especially within convenience stores. Brands can be day-parted or messages can be rotated with multiple brands, making this a more cost effective ‘media purchase’ for each brand.
“Leveraging, measuring and monetizing this platform will yield enormous benefits for brands, and retailers alike,” Hutton said.
Imbera COO, Carlos Montoya, said this advertising revenue increases ROI for both brands and retailers.
He said there will be a more engaging customer experience through the use of high impact motion graphics on cooler doors that also capture highly useful marketing analytics about retail customers.
“Imbera has been a refrigeration industry visionary on technology, as well as engineering and manufacturing, for more than 75 years and our partnership with VSBLTY enhances our technology reputation,” Montoya said.