The brand, produced by Asia Pacific Breweries, said the rationale for the iniatitive is simple: to engage consumers and enhance their purchasing experience.
The chiller has a built-in 47-inch transparent LCD embedded in its sleek glass door, which will serve as a digital media platform for the brand to broadcast ongoing advertisements and in-store promotions directly to prospective buyers.
“As a first for Tiger Beer in Singapore, we hope to engage consumers and offer a new and differentiated purchase experience with this multimedia LCD chiller,” said Rene de Monchy, head of marketing for Asia Pacific Breweries in Singapore.
In-store digital promotions have been around for a while, but this latest effort appears to be savvy and, we expect, effective in grabbing the consumers' interest.
The chiller has been created by iDisplay Systems, and the first one has been installed at the Marina Bay Sands 7-Eleven. There will be nationwide rollout of 19 more.
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