Digital Shelf Summit Europe 2026: Beyond the Digital Shelf Into The Agentic Era

Event Date: Oct 7
Location: London
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Interview

All the Store’s a Stage, with Arsen Avakian, CEO and Founder of Cooler Screens

There’s nothing more fun for us than bringing back an innovative guest two years later and seeing how their idea has blossomed to reality. The company Cooler Screens has spent more than five years setting the bar for creating human-centered digital experiences in physical stores. The combination of vision, strategy, and smart technology, along with innovative retailers and brand partners, is now bringing the ease, relevancy, and transparency of the digital world into a human’s shopping journey, at an impressive scale, including hundreds of stores at Kroger. And selling more product as a result.

Arsen Avakian, CEO and Founder of Cooler Screens, rejoined the podcast to fill us in on what’s now and what’s next in this transformative collaboration between brands and retailers.

Key Points:

• Collaboration: Retail media sits at the intersection of various stakeholders with different perspectives, promoting a need for curated conversations in events.
• Consumer Experience: The focus should be on achieving a superior in-store consumer experience by connecting the minds and hearts of consumers.
• The Technology: Analytics and the science of digital commerce technology should be tailored for in-store applicability, enhancing consumer experiences.
• Creative Engagement: Additive experiences for shoppers are crucial, fostering engagement through creativity and technology.

Takeaways from the Conference

1. Focus on Human Outcomes: Establishing a consumer experience that satisfies needs by connecting consumers emotionally.
2. Technology Maturation: The importance of creativity in using digital commerce technology to enhance physical store experiences.
3. Store as a Stage: Viewing technology merely as a backend tool to support and enhance consumer experience and business performance.

Examples of Consumer Experience in Action

• Nutritional Preferences: Providing simple information about dietary needs helps personalize shopping experiences.
• Pharmacy Education: Distinguishing between similar products like Tylenol and Advil can enhance understanding and product selection for shoppers.
• Healthcare Integration: Helping consumers understand medication adherence and coverage impacts overall health outcomes.

The Future of Retail Media

Arsen emphasizes that retail technology is likely to evolve, becoming more sophisticated as retailers recognize the value of digital experiences. Gaining insights from consumer behavior and preferences will drive brand partnerships.

As physical stores adapt to incorporate advanced technologies, the focus will be on enhancing consumer experiences while ensuring business performance remains strong.