US PHARMACY chain, Walgreens's efforts to enhance customers' experience of its stores appears to be falling short of expectations.
The group has rolled out digital touch screens in its refrigerated and frozen food aisles to enable "consumers [to] experience in-store what they love about shopping online".
However, interactive fridge doors, which can display what products are inside along with promotional information, have not been a hit with everyone, USA Today reported.
A number of shoppers have taken to social media to voice their dislike for the Cooler Screen displays, which can also show full screen ads.
"The stupid cooler screens make me not want to shop there anymore," one shopper said on Twitter.
"Annoying [and] confusing, I don't want advertisements in my face constantly."
While another said, "I hate them with a passion".
To date the company has rolled the screens out to just under 700 of its more than 2,500 Walgreens stores across the US, following a trial of the technology in 2020.
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