Atlanta-based Manufacturing Resources International announced that it has introduced its first full-size transparent digital LCD door for convenience and grocery stores. This high-performance digital LCD display replaces the entire conventional door glass with a transparent display assembly that allows for normal customer viewing of the product through the glass, but with the ability to run full-motion videos/advertisements/promotions in a "see-through" manner.

The new product was co-developed by MRI, the digital display manufacturer, and Commercial Refrigerator Door Company, a cooler door manufacturer, and is being marketed under the ThruVu product name by both companies.

According to Peter Kaszycki, VP of business development for MRI, "By introducing this new, eye-catching product, advertisers within c-stores now have a creative way to advertise and promote their products at the all important 'point-of-purchase' stage, just as the customer is making their final beverage or product selection from the cooler. In addition, it is real estate that already exists in the crowded c-store space but is not being effective utilized."

The ThruVu Cooler Display System is made up of three major components: 1) the transparent LCD; 2) the LED lighting system; and 3) the BoldVu video server. MRI said the factor that sets apart the ThruVu system is the company's ability to "cut" the native LCD screen down to the correct size to fit into a standard cooler door assembly. MRI has a license agreement with Tannas Electronic Displays to customize the size of the LCD for the appropriate door size. The first ThruVu Cooler Door is based on cutting a standard 72-inch LCD down to a custom 67-inch size. MRI said it one of only five companies in the world with this license agreement and in-house capability.

Read more about retail digital signage.

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