MRI turns store refrigerators into digital signage screens

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

Manufacturing Resources International (MRI) has introduced the first transparent digital LCD door (see-thru) full size for grocery store refrigerators. This digital LCD display “high performance” replaces all glass in conventional doors with a transparent display 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 its surface. This innovative product has been jointly developed by MRI as the display manufacturer and Commercial Refrigerator Door Company as the refrigerator manufacturer 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 striking new product, Advertisers within C-Store now have a creative way to advertise and promote their products in the always important 'Point of Sale' stage at the moment when the customer is making their choice of drink or other product in the refrigerator.. Besides, They are spaces that already existed in the busy C-Store stores, but that they were not being used effectively.”

The ThruVu display refrigerator system is made up of three main components: a transparent LCD, an LED lighting system and the BoldVu video server. What is unique about this new product is MRI's ability to “cut” native LCD screen below sized correctly to fit a standard refrigerator 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 within the C-Store. This offers unique advertising opportunities to have sequences of ads or promotions across all digital doors in the store or have different ads and promotions running on select doors.