Well, yeah, but glass would be just as effective and much cheaper.I'm not sure. Home fridge doors didn't traditionally have glass because it doesn't insulate as well as, well, insulation. Glass is also a leaking point in houses. Especially if they were replacing older, less efficient units, they might use less power, and seem cheaper in the long run. Bonus points if the price changes and sale tags are electronic and require less work.
The other thing these do, at least with the ads, is provide moving images. Humans notice these, so it is likely that more folks notice the drink coolers due to the movement on the screens.
They already track consumer interest - loyalty cards, regular purchases, and credit cards selling data does this.
Coke tried changing prices dependent on whether: Folks have outcried over that. The others, though: This is normal store stuff. Foot traffic is pretty predictable, and has already been accounted for. Sports events? Known if it drives your sales. Historical engagement? Probably shows in the inventory.
In general, if a planogram is updated, someone goes and changes it. I cannot think of a reason for the door to update before someone has the planogram completed, and any company large enough to have those screens now would do this (I worked at CVS, and generally was assigned planograms). Even new item reports have to have a code for completion. And most folks put most things up correctly so long as there is some sort of label there (and there probably is so long as inventory and ordering controls use barcodes).