Ice Cream season is coming up

The ultimate on-the-go treat, ice cream appeals to all ages, with many seeing it as an affordable option during a period of economic uncertainty.

With a huge range of frozen treats available – from big brands to artisan varieties – it’s a sure-fire way to encourage people into your shop and boost your profits. The consistent demand for ice cream over the warmer months guarantees a steady stream of customers into your store, many of whom will make other purchases while they’re there.

The start of spring is the perfect time to think about how to maximise your sales and decide whether a new ice cream display fridge could be a good investment for your business. With a range of units available from display chest freezers to scooping units, it’s worth considering which ice cream ranges will bring the most customers into your store and whether you have the right equipment to do the job.

Preparation checklist 

Ensure you are ready for the season by running a few simple checks in-store.

Firstly, take a look at your current equipment and make sure it’s in good working order. If it breaks down mid-season, this could have a significant impact on your revenue stream. Check the lights, the seals and the thermostat are all functioning correctly. Check whether the baskets or shelves are intact and strong. Give it a really good clean to make sure it’s hygienic and looking its best for customers.

Next, assess how energy efficient your current ice cream fridge is. With many businesses seeing energy bills rising, it’s worth considering whether an investment into a more energy efficient model could save you money in the long run. TEFCOLD’s models use the latest sustainable technologies as standard, to help you reduce your energy consumption and meet your carbon reduction targets.

Decide what products you would like stock this year, (more on that later in the blog) and establish whether your unit serves the right purpose. If you are considering ice creams that can be scooped into cups or cones, you will need a special scooping unit, clear labels and the necessary equipment. You will also need to provide staff training about the right serving procedures, how to upsell products and how to offer recommendations or answer questions.

Finally, think about the best place to position your unit and whether you could actually take advantage of a bigger model to stock more products. Being close to the front of the store will increase visibility and encourage impulse purchases. If you’ve chosen to serve soft scoop ice cream, make sure there’s enough space for staff to serve and customers to wait without blocking the aisles.

Trending flavours and products 

There are many classic ice creams flavours and ranges that remain firm favourites every year. However, each season, the industry also sees new trends emerging which capture the attention and imagination of consumers of all ages. Embracing these and creating mouthwatering ice cream displays can help you stand out from the crowd and a create fresh and interesting image for your business.

This summer, experts are predicting a move towards savoury flavours – think salted caramel or combinations that use spices like chilli, cinnamon or nutmeg.

The demand for retro-inspired products, using fun flavours like raspberry ripple or popping candy, is also rising. Consumers are being drawn to nostalgic products that create warm, positive connections with every purchase.

Significant developments in the health food industry means there are more options than ever for health-conscious consumers. Dairy free, plant-based, low sugar or high protein options are all becoming more affordable and accessible to consumers shopping in mainstream stores.

The current concerns around the economy and reduced disposable income means customers are looking for more cost-effective options. As such, smaller bite size ice creams and competitively priced multipacks are continuing to rise in popularity.

Consumers continue to be environmentally aware and look for sustainable products. This can mean anything from the types of ingredients used, (fair trade or locally sourced products are especially popular), to a product’s packaging or the equipment used to store and serve ice cream.

Marketing strategies 

One of the most straightforward marketing strategies for ice cream season is to ensure your products are highly visible. Nobody will buy them if they can’t see them. As well as investing in a brightly coloured, custom-branded fridge, ensure your unit is well located in a high traffic area of your store. Consider large, prominent signage on your windows or on the path to entice passers-by inside.

Allowing customers to taste your products, especially more innovatively flavoured ice creams, provides the opportunity strike up a conversation and increase engagement levels, all of which will enhance their overall experience and leave a lasting impression. You could also offer free samples to people coming into your store or those walking past.

Another great strategy to raise awareness and increase engagement is using social media to promote your ranges. Encouraging customers to post photos of their ice cream purchases with your store tagged in will spread your message through their own networks and open you up to new audiences. You could offer ice cream related prizes for the best photos.

How can TEFCOLD help?

Ice cream season offers the potential for a significant increase in profits for your store. With a little planning, its easy to elevate this lucrative revenue stream to the next level. The right equipment, coupled with a well-planned product range that exceeds customer expectations and some simple marketing activities will help your business stand out from the crowd.

TEFCOLD’s ice cream display fridges have an unrivalled reputation for quality, reliability and energy efficiency. Available in a range of sizes and with options to suit all budgets, contact us today to find out how we could help your ice cream business boom this summer.