Retail Display 29


Changing the face of frozen food I


Jim Whelan, director of international business at Viessmann, highlights the importance of cabinet design in breathing new life into the frozen food aisle.


N THE PAST 50 years supermarket freezer cabinets have evolved little, developing minimally in comparison to other in-store display methods. While there has been significant investment to increase the attractiveness and therefore sales of fresh food – varying from in-store bakeries and delicatessens to ‘market stall’ style fruit and veg displays – the frozen food category is the poor relative, lacking the same level of attention, inventiveness and progression. The outcome is a category that is by its form and associated attitudes, devoid of opportunity to develop sales. It is a ‘must-have’ section for retailers with high operating costs; uninspiring at every level. This is a status quo that needs be challenged if the frozen food aisle is to match its counterparts for shopper experience, functionality and comfort.


Understanding the challenge Research has revealed that on average customers spend only 20 seconds in freezer cabinet aisles, a trend that is attributed to the cool temperature and traditionally ‘cold’ atmosphere. Viessmann’s industrial design team investigated further and embarked on a research project that involved interviewing store customers, staff, retailers and frozen food manufacturers. Observations of these groups’ interactions with traditional freezer cabinets were also made. Responses and evidence gathered from customers confirmed established preconceptions that little time is spent in the freezer section, due its bland, chilly and unwelcoming atmosphere. Poor orientation was also one key finding, with customers finding it difficult to see which products are being displayed. In particular, customers did not like delving into island cabinets, having to reach over and down. This is also the most prominent issue for staff, who found the repeated process of bending over into the freezer when replenishing stock an unfavourable part of their job. Retailers accepted these impracticalities were far from ideal and were also acutely aware of how the freezer section and specifically the freezer islands limited product visibility.


Increasing product exposure is a driving factor in maximising sales, but current freezer setups and design allow little opportunity to address this.


Restrictive dimensions, basic lighting and the use of non-transparent materials mean that creating attractive displays is extremely difficult. We learned that retailers are open to change as they


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are tuned into consumers’ shopping experience, which, in the case of the freezer section, is a traditionally negative one.


Breaking away from long lasting practices is never easy however and manufacturers have previously steered away from developing viable refrigeration solutions to replace what already exists.


New design


Redesigning the freezer cabinet has to embrace a different approach if it is to address the findings of this research; meeting the differing priorities of consumers, staff and retailers. On the back of this data and by examining the different methods of maximising space efficiency, the concept of a completely new, semi- vertical freezer concept began to form. Semi-vertical chillers have been a presence in supermarkets for many years, but never a freezer. In the past, manufacturers and retailers have focused on optimising floor space by building up – vertical, full glass door freezers for example, that can be 200cm to 220cm tall. Departing from this meant an entirely new focus, prioritising the integration of optimal dimensions, effective lighting and large glass surfaces. Doors need to be easier to open, providing better access to products.


There can be innovation when it comes to ergonomics – such as making the shape of the cabinet better suit the demands of use, the store layout and ease of installation – while maximising product


display area per square metre.Viessmann’s semi-vertical freezer, Iconic, launched last year, has been designed in this manner, tackling the prevalent issues illustrated by the research.


Combining the benefits of both a freezer island and an upright freezer not only offers easier access to products but 80% more total display area in the same amount of floor space as an island freezer. This is achieved while remaining only 1.55m high, so it is still possible for customers to see over the cabinet and orientate themselves within the store.


On the shop floor


The data proves that the innovation of the freezer display is not just about looks. Sales increases have already been recorded over a three month period. In K-Supermarket Tarmola, Porvoo, Finland the advantage of more frozen goods volume in the same floor space has resulted in an increase in sales revenue of 9.7% sales increase and a profit increase of 18.1%.


This was following a trial of Iconic cabinets where they replaced two plug-in freezer islands and were filled with frozen potato products.


Store personnel commented on how Iconic made replenishment quicker and less physically intensive because reaching over, as with an island cabinet, was no longer required.


Consumers too were appreciative of the change, welcoming the self-closing door, greater product visibility and improved atmosphere of the frozen section.


ACR News February 2015


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