An Open or Shut Case?
Maximizing Product Appeal: Strategic Use of Retail Display Cases in Modern Supermarkets
In the competitive landscape of modern retail, particularly within the grocery sector, the strategic deployment of retail display cases is paramount to captivating customers and driving sales. Retailers are constantly seeking innovative ways to showcase their products, ensuring optimal freshness and visual appeal. To gain valuable insights, we turned to Mike Floersch, owner of Ray’s Apple Market in Seneca, Kansas, and Marc Robért III, general manager of Robért Fresh Market in New Orleans, Louisiana, to discuss their merchandising strategies using open multi-deck and reach-in display cases.
The Allure of Open Multi-Deck Retail Display Cases
Both Ray’s Apple Market and Robért Fresh Market have embraced the Reveal Merchandiser® open multi-deck for their produce displays. This choice underscores the inherent appeal of fresh fruits and vegetables when presented in an open format. “I did not want to put produce behind doors,” Floersch explained, drawing upon his extensive experience in the grocery business. “I’ve been in the business 50-some years, and I felt like it presented itself well.” The open design of these retail display cases allows the vibrant colors and natural textures of the produce to take center stage, creating an inviting and visually stimulating shopping experience.
Robért Fresh Market has further elevated this approach by creating a dramatic “showstopper” display, featuring a 54-foot run of Reveal Merchandiser® cases strategically positioned at the store’s entrance. This impactful presentation immediately captures the attention of shoppers, emphasizing the store’s commitment to freshness and quality. The versatility of these open retail display cases extends beyond produce, as Robért Fresh Market also utilizes them for showcasing fresh meats. “That bright red meat color really pops, and it’s all about ‘eye appeal is buy appeal,'” Robért noted. He also emphasized the enhanced accessibility of products in open cases, allowing customers to easily browse and select their desired items.
The Practicality and Efficiency of Reach-In Retail Display Cases
While open multi-decks excel in visual merchandising, reach-in display cases, such as the Crystal Merchandiser® and Highlight Merchandiser®, offer distinct advantages for other refrigerated products. Both retailers have opted for these cases to display dairy, deli, and frozen foods. The key feature of Zero Zone’s reach-in merchandisers is the CoolView® doors, which boast a sleek, narrow design that maximizes display area and provides excellent product visibility. These retail display cases offer a clean and organized aesthetic, contributing to a pleasant shopping environment.
For stores located in humid regions like New Orleans, the performance of reach-in cases is critical. The CoolView® doors are equipped with heaters in the doors, door rails, mullions, and sills, effectively preventing condensation. Robért has been particularly pleased with the performance of these retail display cases in his high-humidity environment. “With our high humidity environment, I have found that [Zero Zone] has been a perfect match and that we’ve had zero issues with sweating and humidity issues coming onto our product,” he stated.
Floersch, initially hesitant about using reach-in cases, has also experienced positive feedback from his customers. “A lot of stores you go into, it’s cold, and it’s because of all the open cases,” he observed. His shoppers appreciate the warmer environment created by the reach-in cases, highlighting the importance of customer comfort.
A Comprehensive Solution for Every Retailer
Whether a retailer prefers open multi-decks, reach-in display cases, or a combination of both, Zero Zone offers a comprehensive range of solutions to meet their specific needs. Robért emphasized how the combination of Zero Zone’s retail display cases has “brought the décor and the feel of the whole store together.” Floersch highlighted the significant cost savings achieved through a 25% reduction in kilowatt usage. Ultimately, both retailers agree that selecting Zero Zone as their refrigeration partner was the optimal decision, providing a complete and effective solution for their merchandising needs. The right selection of retail display cases can truly transform a retail space.