09Mar2011
DISPLAY CASE SALES RISE
With the economy showing signs of improvement, retailers are moving ahead with plans for remodels and new stores that had been on hold, display case manufacturers agree. “More retailers are continuing efforts to maximize their investment while finding ways to help store operations manage their costs with equipment that provides optimum product display,” says Howell Feig, director of sales, AHT Cooling Systems USA (www.ahtusainc.net), Hanahan, S.C.
‘HEAD START’ WANTED Zero Zone, Inc., (www.zero-zone. com), North Prairie, Wis., is seeing increased purchases of low- and medium-temp display cases by large and mid-size supermarket chains, as well as by dollar, drug and convenience stores, according to Carl Petersen, marketing and advertising manager. “I think they see an opportunity to get a head start on their competition in moving out of the cautious ‘recession attitude’ and toward one that is more aggressively growth oriented,” he says.
Other manufacturers are also reporting marked increases in display case purchases by supercenters, big box retailers, dollar stores and drugstores.
Jessica Moore, portfolio leader– reach ins at Hussmann Corp., (www. hussmann.com), Bridgeton, Mo., says that more traditional supermarkets are perceiving frozen foods as a means to differentiate themselves.
“As the markets for pharmaceutical and discount retailers continue to increase, focus is on competition and finding ways to draw in new customers and maintain customer loyalty. These retailers are seeking new products, with a focus on refrigerated and frozen foods,” says Marjorie Proctor, design and marketing specialist, Hill Phoenix (www.hillphoenix.com), Conyers, Ga.
Tony Kadysewski, marketing communications manager, Trion Industries, Inc. (www.triononline.com), Wilkes-Barre, Pa., says non-grocery segments are expanding their food offerings because shoppers are pressed for time and they find it attractive to shop for food at the same site as other items on their list. Kadysewski points out that the non-grocery segments are particularly interested in advanced merchandising systems because they must achieve their sales in a smaller department footprint than full grocery.
Mechell Clark, marketing manager of Kysor/Warren, (www.kysorwarren. com), Columbus, Ga., says that grocery retailers are looking for energy-efficient refrigeration equipment that offers merchandising flexibility with features that are customized to fit their store — equipment with a sleek, attractive design that places the focus on the merchandise and not the refrigerated case itself. “In other words,” she says, “the fixture must disappear.” LED lighting, high efficiency/low energy cases, sliding glass doors on horizontal freezer cases, and medium temp cases with doors are the hottest trends in display cases for frozen and refrigerated foods, according to Hill Phoenix’s Proctor.
NO DARK SPOTS
Proctor says retailers are choosing LED lighting because the low profile lights eliminate dark spots on product, and with an LED light, the color rendering index of 80 or greater provides full color spectrum of the products illuminated, making product look more appealing to customers.
LEDs also last an average of five to eight years, thereby lowering maintenance and replacement costs, reducing waste disposal and the overall cost of ownership, according to Proctor.
LEDs now account for more than 70% of Zero Zone’s case lighting orders, according to Petersen. “With energy regulations tightening, the days of T-8 fluorescents are numbered and the future of LED lighting is bright,” he says.
Retailers have to make sure that they have a quality LED because it’s not an apples to apples comparison, according to Brian Flynn, western regional sales manager, EcoBrite LED Display Lighting, Innovative Lighting, Inc., (www.ecobriteledlights. com) Roland, Iowa.
Flynn says LEDs are experiencing tremendous growth as more utility companies are offering energy rebates to companies for retrofitting from fluorescents to LEDs. “Utility companies see it as saving them money in dealing with load capacity issues. They’re also getting some pressure from both federal and state governments as well,” says Flynn.
LEDs also lower the load of the coolant that has to go through a case to keep it cold because LED fixtures emit little to no heat.
Petersen says tall cases are becoming popular with many retailers for display of frozen food and ice cream. “This is particularly true with stores that need to maximize limited floor space or that want a relatively easy way to increase the variety of products they offer,” he points out. Also, many retailers are moving away from multi-decks to glass doors for display of dairy, packaged produce, smoked meats, beverages, beer and floral products, according to Petersen.
Moore says that Hussmann is seeing merchandising trends toward improving product presentation, such as self-facing shelves, taller cases in the same footprint, minimizing visual barriers between the shopper and the product (reflective mullions in reach-ins). “Probably the biggest trends in equipment today are the use of doors on multi-deck cases, primarily for dairy and beverage applications, as well as LED lighting, which has been heavily adopted in freezer cases and is continuing to grow in medium-temp multi-deck and service cases,” she says.
ADD-ONS HELP
Bar merchandising systems with a broad array of add-on elements are making it easier to market frozen and refrigerated foods, according to Trion’s Kadysewski. And he points out that adjustable merchandising trays address the needs of unruly categories such as yogurt cups, ice cream cartons, bottles and other difficult to organize products. At the opposite end of the spectrum, oversize items such as pizza, family-size packages of lasagna or pillow packs of frozen vegetables can be more effectively merchandised by shelf-mounted expandable wire trays, he says.
Display case manufacturers expect programs like the Environmental Protection Agency’s GreenChill to become even more important over time as retailers continue to look for ways to promote their focus on sustainability.
Manufacturers also believe that government regulations and retailer organizations’ efforts will continue to drive usage of alternative refrigerants such as carbon dioxide. Here’s what’s new at some of the display case firms:
Master-Bilt (www.master-bilt. com), New Albany, Miss., unveiled last month a new line of “Endless” glass door merchandisers available in two, three, four and five door models. The doors are 63 inches tall. The units have heavy-duty, two-position cantilever shelves and standard price tag molding on each shelf. Standard vertical lighting features T-12 bulbs, with an option of electronic and LED lighting.
AHT Cooling Systems is introducing the Manhattan 210 (u), which is suited for a store’s narrow island needs. The unit is standard with dual temp, LED lighting, an external price and promotional signage package and a four lid system. The company will also be offering an option for automatic defrost this year.
Kysor/Warren is adding this month the DX8UN multi-deck platinum dairy display case to its Stratus collection. Designed with an ultra low front accommodating up to seven levels of shelving, the front case height is 12 1/2 inches from the floor — among the lowest in the industry. The company is also launching Stratus door case products, including units with taller doors. Its Stratus dairy door case product, the DX6, features a French door style design with less fogging when opened.
Hill Phoenix’s newest technology is called Synerg-E, consisting of two distinct parts designed to work together to produce improved display case performance and energy savings. The first half of the design starts with NRGcoil, a patented evaporator design. The second part is an advanced airflow management system that is responsible for delivering air to the NRGcoil. The company also has developed its own proprietary brand of LED lighting — Clearvoyant — that comes in six-, 12- and 48-inch rods.
