advertising manager for Zero Zone, headquartered in North Prairie, Wis., says retailers know
how important it is to impress shoppers, giving
them the fresh food and selections they crave while
also exhibiting environmental responsibility. “If
retailers stumble in performance of this paradigm,
shoppers will simply go to another retailer who
does it better,” says Petersen. For these reasons,
Petersen says Zero Zone display cases are designed
to excite. “Our cases’ sleek, minimalist design,
high capacity, maximum facings and energy effi-ciencies are obvious and appealing to those who
select food from their interiors,” he notes.
According to Petersen, Zero Zone’s design philosophy revolves around making the retailers’
products the first thing shoppers notice. “After
that they can’t help but experience Zero Zone
cases’ clean lines, the bright ChillBrite LEDs and
orderly product merchandising. This gives shoppers confidence that the food in the cases is safe,
clean, fresh and perfect for their families,” he says.
Retailers also want a refrigeration partner they
can trust for advice about the latest advances in
display case and system technology. “They want
someone they can rely on to give them relevant,
actionable information, someone who responds to
them quickly and meaningfully,” says Petersen.
If retailers want consumers to linger in their
stores, the ambient environment needs to be balanced and comfortable, note experts. When the
TOP FIVE MISTAKES BEING MADE
Without a doubt, there is a lot to be gained by having updated
refrigerated cases and systems, but experts say some retailers are still resistant to
changing out the old for the new.
Here are five of the biggest missteps experts say retailers commonly make:
1 HOLDING ON TO AN OUTDATED MINDSET: Some retailers believe if it has worked until now, why change? While refrigeration cases and doors last
for many years, the top retailers are savvy enough to know that new technologies
that increase merchandising or reduce energy consumption have significantly
improved over the years and are now a driving force for change. Jeff Brooks,
national accounts manager for Anthony, based in Sylmar, Calif., says that while
results might not be immediately apparent, when they do occur, retailers who
proactively reacted to changing conditions will be miles ahead of the competition.
2 Underestimating long-term benefits: Given the number of options consumers have today on where to shop, grocery stores need to differentiate themselves from their competition. Officials at Hussmann say unlike refrigerated display cases of the past, today’s cases are energy efficient, maintain more
consistent product temperatures, and highlight products better through state-of-the-art design, shelving and lighting, not to mention are easier to clean and service. These are all benefits, note experts, that lead to cost savings and improved
operating performance over the lifecycle of the equipment.
3 CHEAPING OUT: When it comes time to replace worn or damaged parts on existing cold-case systems, too often retailers are satisfied to accept
knockoff versions of original parts, mainly because these parts are cheaper. Our
experts say this can be a grave mistake as these pale imitations that promise to be
“as good as” the manufacturer’s part rarely are, while the use of replacement parts
will oftentimes void the manufacturer’s warranty for the system, which in turn can
lead to even more expensive problems in the future.
4 not prioritizing comfort: Retailers want consumers to linger in their stores, believing that the longer shoppers stay the more they buy. But
our experts say that can be a tall expectation of time-pressed shoppers today,
especially if a store is uncomfortable to shop. Unfortunately, some environments
are not well-balanced, which results in hot and cold spots throughout the store,
wet floors that challenge safety and air loss at the entrance and stock areas that
wastes energy. Fine-tuning the store environment for customer comfort is critical and should never be considered optional, notes Tom Noonan, president and
founder of Air-Row Fans in Carmel, Ind.
5 UNDERES TIMATING LIGH TING’S ROLE: It often takes not one, but several types of LED fixtures to make an impact on shopper behavior. Marjorie
Proctor, marketing and design specialist with Hillphoenix, based in Conyers, Ga.,
says while retailers are becoming more educated about lighting, to make the
best merchandising impact often means relying on lighting experts who can help
specify ambient lighting, spot lighting and case lighting needs. She says many
manufacturers may have such an expert on hand to guide you through the process.