Have you ever noticed yourself grabbing a refreshing drink or a delicious snack on your way out of the store? You’re not alone. Today, the demand for convenient options—like ready-made meals and healthy snacks—remains high. With the 3.9% growth in the number of supermarkets and grocery/convenience stores in New Zealand, this demand will continue to skyrocket. But how can you, as a business owner, capitalize on this trend and turn those last-minute decisions into impulse sales? (1)
The answer lies in studying your consumers’ spending patterns. In New Zealand, it was recorded that every household spends NZD$ 300 every week on food and groceries. This means that whatever you display to them—if they perceive it as a need, even though it’s not originally on their grocery list—they would buy it because they allocate enough money for spending. (2)
Take note that by combining the elements of surprise and assertion, you can place your refrigerated displays strategically, which can heavily impact your sales. How? Read on.
Prime placement for impulse purchases
A customer rushes through the store, focused on getting their list checked off quickly. Suddenly, as they waited on the counter, they saw chilled beverages next to the checkout counter. The thirst for a refreshing drink becomes irresistible. This is the power of strategic placement.
Here are some of the best locations for your refrigerated displays to maximize impulse purchases:
Checkout lane enticers
You’ve been in this situation—stuck in line at the checkout, watching the time tick by. Why not turn that wait into a win-win situation for you and your customers? Place eye-catching refrigerators, like impulse fridges, right by the checkout.
Fill them with tempting grab-and-go options like drinks, snacks, and even small, sweet treats. Customers can’t resist but grab something refreshing or delicious to enjoy while they wait, ringing those extra sales up!
High-traffic areas
Not all parts of your store are created equal. Some areas naturally have more customer traffic than others. These are the sweet spots where you want to place your refrigerated displays because they’ll get the most attention.
Think about places where people tend to slow down or linger for a bit, like by the entrance where they’re deciding what to get, around waiting areas like the service counter, or even right next to items that go well with your chilled products.
For example, imagine placing a multi-deck cooler filled with delicious yogurt parfaits at the top and a fresh fruit section at the bottom. It’s a perfect pairing that might just inspire someone to grab both for a quick and healthy breakfast on the go!
Strategic corners
You sure know the feeling of rushing through a store, but have you ever stopped to consider those forgotten corners? These spots can be hidden goldmines for impulse buys! They’re often out of the main traffic flow, giving you the chance to create a little surprise display.
Think about placing a beverage cooler with refreshing summer drinks in a corner near the entrance on a hot day. Or, during the holidays, you could squeeze a smaller island cooler in a corner to showcase special seasonal treats or unique gift items that customers might not have been expecting to find.
Display tactics that tempt
So, you’ve figured out where to put those coolers for maximum impact. Now, here’s the fun part—making them look so good that customers can’t resist peeking.
Here are some tricks to turn your fridge displays into impulse buy magnets:
Visual appeal is key
First impressions matter. This was proven true by a 2021 study, where grocery shoppers from New Zealand were surveyed about their spending behaviour. Many shoppers revealed that the overall feel and layout of the store and shelves impact their store experience and spending decisions. (3)
So, keep your displays clean and well-lit, allowing customers to easily see the variety of products you offer. Wipe down the glass regularly and make sure the shelves are spotless. This lets everyone see exactly what you have to offer, from refreshing drinks to delicious snacks.
Declutter for clarity
Sure, you like a full fridge at home, but in a store, a crammed display can be overwhelming. Customers won’t be able to see everything you have if it’s all jammed together. So, spread things out a bit so each item gets its moment to shine. Also, if you are displaying complementary items that needs different temperature levels, you can arrange them on a dual-temp unit for convenience.
The power of proximity
Ever notice how some stores put chips and salsa right next to each other? That’s not a coincidence! Putting complementary items close together is a smart way to boost sales. A cooler full of salads, for example, will look a whole lot more tempting next to a display of warm breadsticks on a hot case. It’s like a one-stop shop for a quick and easy lunch!
Cater to dietary needs
These days, people have all sorts of dietary needs. So, don’t forget about them! Stock your coolers with gluten-free wraps, dairy-free yogurt, or vegetarian options. The wider your variety, the more customers you’ll attract.
Maintain a tidy presentation
Lastly, make sure your displays are always well-stocked with fresh, delicious-looking food. Nobody wants to grab a wilted salad or a drink past its expiration date. Keeping things clean and fresh will ensure your customers have a positive experience and come back for more.
In closing
By following these tips, you can take your regular fridge displays and turn them into sales champions. These displays will act like silent salespeople, tempting customers with delicious and convenient options.
But first, you’ve got to make sure you have the right fridge for your store. That’s where Inter–Fridge comes in. We’re your one-stop shop for top-of-the-line commercial refrigerators designed to maximize your sales potential. With a little planning and creative product displays that surprise and entice customers, you can watch those impulse purchases soar!
References
- “Supermarkets, Grocery Stores and Convenience Stores in New Zealand”, Source: https://www.ibisworld.com/nz/number-of-businesses/supermarkets-grocery-stores-convenience/716/
- “Shift in spending patterns as expenditure increases”, Sources: https://www.stats.govt.nz/news/shift-in-spending-patterns-as-expenditure-increases
- “Consumer behaviour and preferences in the New Zealand retail grocery sector”, Source: https://comcom.govt.nz/__data/assets/pdf_file/0020/260381/Ipsos-Consumer-behaviour-and-preferences-in-the-NZ-retail-grocery-sector-Consumer-study-report-July-2021.pdf