Frozen Assets

With summer on the way, many retailers’ thoughts are turning to how they can maximise their profit potential and as the great British weather improves, part of their strategic thinking will inevitably turn to frozen and chilled goods.

Quite apart from deciding which products to stock in order to tempt consumers into purchasing what can be perceived as luxury items, it is important for retailers to ensure that the freezers and chillers they use are helping them to influence purchasing decisions and that they are working efficiently and therefore not becoming costly to run.

1. Intelligent positioning and branding
Trevor Coldicott, technical sales manager at Hyde-based Total Refrigeration, points out that through a combination of purchasing appropriate freezers and cold counters and ensuring that they receive the correct attention, the impact on sales and associated profits can be significant. He comments, “In terms of influencing buying decisions we know from controlled research that when purchasing items such as ice cream, consumers are heavily influenced by branding.

“As you would expect, intelligent positioning of freezers and cold counters, with key items placed in prominent parts of the store and at a height where they can easily be seen is a given.”

2. Effective maintenance
Once a freezer or cold counter has been installed in-store, the tendency can be to ignore the supplier’s or manufacturer’s advice regarding the on-going service and maintenance. As Mr Coldicott says, that kind of complacency can prove expensive, “One of the main causes of costly problems can be when the compressors become coated in a film of dust as a result of the condensers not being cleaned often enough. That kind of event can be avoided by simply adhering to the supplier’s service and maintenance guide. 

“Other handy tips include ensuring that any doors or lids are kept closed, that any door seals are in good condition and also making sure that when a unit is being delivered, care is taken not to tip it up and carried in sideways or at an angle before being put in position and switched on.

“These are expensive and delicate pieces of equipment which can be wrecked through rough treatment because the oil in the refrigerant will be displaced and needs three or four hours to settle down again after installation before the unit is turned on. Fail to do that and there can be costly problems down the line.”

3. Ongoing budget control
With the summer comes the warmer weather and depending on where a freezer or cold counter is placed in-store, further cost savings can be made. Mr Coldicott adds, “We always recommend that where possible, retailers ensure that the products they purchase have been qualified by the Energy Technology List which details products that meet the Government’s prescribed energy efficiency criteria. 

“In addition, we would also recommend that the ambient temperature of the part of the store where the items are positioned is appropriate. It stands to reason that a freezer or cold counter will have to work harder to stay at the right temperature if it is positioned near a large window which is going to leave it exposed to sunlight. Over any concerted period of time, more energy will be required to ensure that the appropriate conditions are maintained.

“Similarly, a unit should never be kept under an air conditioning unit as it can cause air flow problems that lead to further deposits on the condensers which in turn can mean performance issues and further costly technical problems.

“Ultimately, through a combination of intelligent positioning and sensible treatment of what are relatively expensive and vital elements of a retailer’s business, better sales figures and more profitable business performance can be achieved.”