14 June 2020
From the JoinPAY archive. Information reflects the original publication date.
In an average grocery store, more than 50% of the product needs to be stored at low temperatures. Therefore, the lion's share of expenses when opening a retail outlet falls on refrigeration equipment. But when planning a purchase, it is important to understand that modern refrigerators can serve not only to save food, but also to increase sales!
Today, refrigeration devices are used to solve a wide variety of tasks, including:
- To create inventory of perishable products;
- To demonstrate products to the customer (refrigerated showcases);
- For product placement in self-service departments and stores;
- For cooking food and semi-finished products in food shops (refrigerated tables for cooking pizza, cutting meat, etc.);
- For cooling products (beer, juice, etc.) in order to increase its attractiveness for a buyer.
From the history
Perhaps the first well-known example of using a "refrigerator" for marketing purposes dates back to 1681. The owner of the Parisian cafe "Prokop" Francesco Procopio from Italy for the first time in history began to serve visitors ice cream. To make a cold treat, the restaurateur used a container filled with ice. The fashionable innovation significantly increased the popularity of the cafe. Soon, similar freezers appeared in many establishments in Paris.
Selection criterion
For each point of sale, the choice of refrigeration equipment is individual. What should be taken into account in the first place?
The size and layout of the store
Proper placement of equipment, both in-office premises and on the sales floor, will help to optimize the inventory of goods and present the range to the buyer as fully as possible.
According to the type of installation, refrigerators can be built-in or stand-alone, desktop, or mounted. They can be placed against walls or on an island basis. In shape, there are vertical and horizontal models, angular and rounded, standard or embodying the most daring design ideas. The most suitable solution can be selected for any room, as long as it is convenient for both the customer and the store employee to use the equipment.
Form of trade service
The set of necessary equipment directly depends on the trade type at the store. For objects with service through the counter, first of all, you need closed refrigerated showcases-counters with a glass front surface, bins for deep-frozen products. Self-service outlets should be equipped with open showcases, cabinets, and refrigerator slides that allow the customer to pick up the goods themselves.
Shop's product range
The refrigeration equipment market offers a wide range of options. There are both universal and specialized solutions for trade. So, if you sell chilled cod and trout, pay attention to the open showcases for laying out fish on ice.The cafeteria is recommended to equip a pastry showcase for a beautiful demonstration of cakes and sandwiches.
When choosing equipment for different types of products, it is important to take into account the temperature conditions of the units. Commercial refrigerators are divided into low –temperature (from 0 to-10C), medium-temperature (from 0 to +10C), universal (from 0 to +5C).
Service class
Refrigeration equipment is divided into the economy, business and luxury. A small store in a rural area can do with refrigerators of a low price segment. A grocery boutique that sells delicacies obliges owners to maintain a premium level in everything, including using high-end equipment.
Technical features
In addition to the temperature regime, other technical parameters of refrigerating equipment are also of considerable importance. What should be considered?
Type of cooling supply
Commercial refrigerators are divided into devices with built-in and remote cold.
In large supermarkets, refrigerated display cases and cabinets are usually connected to the central cooling system. At the same time, the compressors are removed from the trading floor. Thanks to this organization of the process, there is no noise of working units in the hall, the air is not heated by the compressors, which means that there is no need for powerful air conditioners.
Independent devices-refrigerators with built-in cold are perfect for small retail facilities, because they do not require complex installation and are easy to maintain.
Cold distribution type
Refrigerating devices can work with forced or natural (static) air circulation. In refrigerators of the first type, the cooled air is evenly distributed throughout the entire volume of the chamber by fans. In devices of a static type, cold spreads naturally, so the temperature on different shelves of a showcase or cabinet may vary. Refrigerators with a vented internal volume usually have a higher cost.
Noise level
Important parameter: Rospotrebnadzor regularly receives complaints from citizens about stores that exceed the permissible noise level at night. Penalties may include fines and prohibitions on the use of refrigeration equipment that violates the silence.
Service maintenance
Modern commercial refrigerators are quite complex equipment that requires high-quality care and regular maintenance. This should not be neglected. It is easy to calculate possible losses from unscheduled defrosting - the average cost of 1 m3 of goods in the refrigerator is $290!
Refrigeration solutions for trade
Modern commercial refrigerators are built not only to preserve the quality of products but also to effectively present them to the buyer. The following types of equipment are most in-demand:
Showcases
A showcase is by definition a means of displaying a product. These devices for the presentation of perishable products are available in almost all grocery stores. They can be desktop and floor, multi-tiered or with the only shelf. They are produced with different temperature modes: low-temperature (for freezing), medium-temperature (for sausage, cheese, salads, etc.) and universal.
Refrigerator slides (racks)
Traditionally purchased for self-service stores. They are used for placing dairy products, fish preserves, sausages, fruits and vegetables. Thanks to the vertical design, they allow you to save retail space with maximum product placement. The visual appeal of products on racks can be significantly increased due to internal mirror surfaces and built-in refrigerator lighting.
Due to the open shelves, they are characterized by a high energy consumption, but usually equipped with protective curtains to keep the cold during off-hours.
Freezer bins (bonnets, baths)
Bins are convenient and compact. They can be found both in a large hypermarket and in a kiosk at a bus stop. They are usually used for storing frozen foods: vegetables and fruits, meat, fish, semi-finished products, and ice cream. They can be open (for self-service stores) or closed, with a blind or transparent lid. They are manufactured for outdoor use and for indoor use.
Refrigerated cabinets
Manufacturers offer a huge selection of refrigerator cabinets of various sizes, medium-temperature or freezer type. They can be universal or special-purpose: for beer, flowers, confectionery, wine, etc. They can be equipped with sliding or swing doors. Cabinets with blank walls and doors are more often used in utility rooms, with glass-in retail halls.
Chillers
They are most often installed in warehouses of stores for cooling and freezing products. There are both medium-and low-temperature. They can be made with a glass front, which allows them to be used for product demonstration.
May the Fridge Help You!
Practice shows that correctly selected refrigeration equipment can increase the store's profit. Placing slides and showcases in compliance with the laws of merchandising, creating an effective visual presentation of products and beverages. As well as the maximum assortment presented on the shelves of refrigerators will significantly increase the volume of both planned and impulsive purchases.
A few observations from our experts:
- "A refrigerator with a glass sidewall has 15% higher sales than a refrigerator without ."
- "The refrigerator door reduces sales by 30%, even if it is transparent. Of course, an open refrigerator is more expensive, because its energy consumption is much higher, but it sells!"
- Some showcases are like works of art: designer, with super- illumination. If you don't want to, you'll come and see what's there."
- The equipment must be arranged so that the buyer does not run into it, and cling on it. The ideal option is a straight line from showcases or racks. Significantly increases the sales conversion rate!".
- "Proper lighting of the refrigerator will give the product a fresher and more attractive appearance. For meat and milk, white light and warm water are more suitable the backlight of the showcase will increase sales in a candy store".
- "A small table-top display-refrigerator is a great solution for buns, hamburgers and similar products. It is cheap – and the sales are great!»
Not only a properly selected refrigerator, but also a cloud-based smart cash register JoinPAY will help your product not to get stuck on the shelf! It will show real-time sales and help you manage your inventory.