MRI turns store fridges into digital signage displays

The designer and manufacturer of digital LCD MRI displays (Manufacturing Resources International) has launched the ThruVu, a transparent digital door for the refrigerators of grocery stores that allows the reproduction of digital signage content.

Manufacturing Resources International (Mri) has introduced the first transparent digital LCD door (see-thru) full-size for grocery store fridges. This digital LCD display from “high performance” replaces all glass from conventional doors with a transparent screen assembly that allows the customer to see the product through the glass, but with the ability to play videos, full-motion ads and promotions on your surface. This innovative product has been jointly developed by MRI as the display manufacturer and Commercial Refrigerator Door Company as the manufacturer of the refrigerator and is being marketed by both companies under the name ThruVu.

According to Peter Kaszycki, Vice President of Business Development at MRI, “with the introduction of this new and eye-catching product, advertisers within C-Store now have a creative way to advertise and promote their products in the always important stage of the 'Point of Sale' at the moment when the customer is making their choice of drink or other product in the fridge. In addition, are spaces that already existed in the busy C-Store stores, but that they were not being used effectively.”

The ThruVu display fridge system consists of three main components: a transparent LCD, an LED lighting system and the BoldVu video server. What is unique about this new product is the MRI capability for “cut” the native LCD screen below with the right size to fit into a standard fridge door. MRI has a licensing agreement with Tannas Electronic Displays (TED) to customize the LCD screen size to the appropriate door size. The first ThruVu refrigerator door is based on the reduction of an LCD of 72 inches up to a size of 67″.

Advertisers now have the ability to play full-HD content and videos on an individual door or over the entire door inside the C-Store. This offers unique advertising opportunities to have ad sequences or promotions across all digital store doors or have different ads and promotions running on selected doors..