We were demoed these screens by one of those display providers (probably Planar) probably 8 years back... If these are the 'transparent' door displays my understanding is that they are essentially just normal displays without backlights/or that foil backing. They were pretty experimental at the time and they were seeing if we had any room to experiment with them (we didn't at the time)..
We did a bunch of experiments around 'ad tracking' displays in store by mounting cameras as well and writing basic opencv code that detected people looking at the display with mixed results.
I've been out of the game awhile though.