Optimise your frozen display

With a rising number of consumers looking for the convenience and variety that frozen products offer, sales from everyday grocery purchases as well as impulse buys are at an all-time high.

A well organised, visually appealing frozen food display that’s easy for a customer to browse is crucial in maximising sales. With many different display units available, it’s easy to find one that meets your space and budget.

Options include upright freezers, which are vertical units with shelving and help create a visually pleasing display that is at the customer’s eye level.

Chest freezers are horizontal, with customers accessing the products from above. Chest freezers are very energy efficient and offer more storage space, but they also require more room in your retail setting.

Island freezers do not have a lid and are therefore not energy efficient, however they’re an excellent way of encouraging impulse purchases when placed strategically in your store.

For smaller retail settings, compact counter units are ideal for when space is at a premium.

Understanding customer behaviour

The increase in demand for frozen foods is being driven by consumers’ desire for convenience, a growing interest in innovative ingredients and products, and more regular impulse buying.

Many consumers will make quick decisions about which products to buy, with little time allocated to browsing. Therefore, having a bright and well organised frozen food display is vital; after all, a customer won’t buy something they can’t easily see.

Strategic product placement plays an important role in maximising profits.

Generally speaking, items placed at the centre of the display will be more prominent and will attract greater sales, so it’s the perfect spot for ranges you are keen to promote. Other items can be built around them, with adequate space in between so the display appears tidy and easy to view.

Temperature management

Maintaining optimal temperatures for your chosen products plays a critical role in the success of your sales and ongoing customer loyalty. Choosing a unit with a digital temperature display will help you monitor the levels your products are stored at with ease, with some models also featuring digital controls for added convenience.

Temperature is crucial to guarantee food safety and reducing growth of harmful bacteria. Official advice states that commercial freezers should be set to -18°C for quick frozen food, and -15°C for all other products. Stock rotation plays an important role in your frozen food display, with a ‘first in first out’ strategy the most reliable way to maintain the quality of products, as well as making sure your display is always appealing and up to date.

Your freezer unit’s temperature also affects the overall appearance and quality of your products; even a slight change can affect an item’s colour and texture. This has a knock-on effect on customer satisfaction levels and the potential for repeat purchases.

Use of signage and labels

Clear, informative signage and labels on your freezer displays help customers make faster and more informed choices. Signs can quickly draw attention to specific products in your display and provide useful information to customers about special offers or specific product benefits.

Stickers, banners or even backlit signage are all powerful tools in showcasing particular products and encouraging impulse buys. They are sometimes provided by food manufacturers to increase brand awareness, or can be designed in line with the branding of your own business.

Regardless of which freezer unit you use, each will offer plenty of space to attach point of sale materials. However, it’s important to make sure any signs are clear and easy to read, so as not to confuse or overwhelm customers when they’re trying to make a quick decision. Be selective in how many labels you use and change the displays regularly to keep them engaging and up to date.

Creating themed displays

A well thought-out, themed frozen food display can help your retail store stand out from the crowd and attract new customers. A range of similar products in the same display can prove very convenient to time-poor consumers, who will be able to select several related products without having to browse the aisles.

Eye-catching seasonal displays can add fun and colour to your store and ensure there is always something new to engage your return customers. This could be anything from Christmas or Easter, to big sporting events like World Cup, or interesting local events.

You could also consider creating displays around meal solutions or specific dietary preferences, based on what you have observed from your customers’ behaviour. If you’ve received a lot of enquiries about gluten free options recently, then why not create a display to showcase these products?

Regularly refreshing displays

While impulse purchases are rising rapidly, many of your customers will be regulars who return again and again. Its important that your store looks up to date and fresh, as tired displays could give an impression of poor quality.

Regularly rotate your products according to date or switch them around to promote new ranges or seasonal items.

Units should always be fully stocked and tidy, using adjustable shelves or baskets to keep products well organised. Ensure your staff clean the unit regularly, wiping away spillages and removing debris from food or packaging. If your unit has glass doors, make sure this is always clear and easy for customers to see through.

How can TEFCOLD help?

With freezer units to suit all retail settings, a well-organised frozen food display can significantly increase sales from both new and return customers. It’s ability to showcase interesting products, enhance perceptions of quality and add to the personality of your business can help you stand out from today’s ever-increasing crowd.

If you’re new to the frozen food market or are looking for ways to refresh your current offering, please get in touch with us today on 01332 850090.