New formats, layouts
and visual merchandising:
Key players insights
into retail changes
REFRIGERATION
Retail in the face of modern markets
and consumers’ smart evolution
To offer an engaging innovative shopping experience to increasingly demanding and digitally
oriented consumers: a challenge making retailers in Italy and worldwide to rethink their
development strategies.
T
he retail sector has changed in recent years due to the digital revolution that is redefining the relationship
between consumers and stores.
Multi-channel shopping is becoming
the key to success for modern retailers who are looking to improve their
customer relationships. Retailers are
beginning to rethink product ranges
and their store concept in order to
meet the modern customer’s needs,
whilst keeping bricks & mortar stores
relevant.
Understanding how digital tools are
used by consumers is essential to developing strategies that move with new
customer trends.
Click and Collect is a tool which has
introduced a new relationship between customers and stores, as customers
can complete their main shop online,
collecting from smaller stores which
need smaller product ranges on site. By
making the shopping experience more
convenient the retailer is adding value.
Customers also place value on quality,
authenticity, farming methods, health
and the environment.
Retailers are responding to these values
by modifying the products they stock.
Stores that focus on quality and product range are showing better results.
Stores with a mixed format, showing
customers theatre with serving counters as well as in store dining, are seeing positive feedback for the new approach to the customer experience.
In the following pages, together with
Epta, a key international player in the
sector, we analyze the trends in divi-
sions where refrigeration plays a role,
with comment from numerous international retailers and suppliers.
Intermarché, Bidart, France
Epta: key player in
refrigeration
© EditorialeLargoConsumo
Epta is a multinational group in the
commercial refrigeration sector. With
a head office in Milan and sites across
Europe, Asia and South America, Epta
holds a competitive position in the global market.
Epta builds and sells to local markets
with brands that are market leaders
in their respective countries: Costan,
Bonnet Névé, George Barker, Eurocryor, Misa, Iarp and Knudsen Koling.
Expertise, innovative R&D and an ability to anticipate global trends are key
factors that enable Epta to accompany
its customers through market changes – optimising sales performance in
retail, HORECA and food & beverage,
by adopting innovation, eco-stability
and a tailor-made approach. Epta has
strong commercial presence in 35 countries, with 11 production units across
Italy, France, the U.K, Denmark, Turkey,
Argentina, China and Thailand. The
Group is able to offer a wide and complete range of products and solutions
for commercial refrigeration, allowing
retailers to benefit from having a sole
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supplier capable of
providing turnkey
projects on a global
scale. The installations add value to
every store format,
satisfying changes
to store design and improving the consumer’s shopping experience.
Epta is participating in EuroShop 2017,
the most important trade show for innovation in the retail sector, in Dusseldorf on the 5th-9th March.
Present at
EUROSHOP 2017
HALL 16 STAND
A60-B60
CLICK&COLLECT
REQUIRES
HIGH EFFICIENCY
AND TOP SERVICE
I
#EPTABricks: lockers
that combine versatility,
modularity and integration.
n the wake of the growing success of e-commerce, the click&collect formula is continually
proving its value. It’s a service challenge for retailers, pointing to a true organizational revolution for which Epta offers concrete support.
In addition to being a “turnkey” supplier for re-
frigeration equipment, the group has created a
solution for Internet purchases, located inside or
outside the sales point.
It’s called #EPTABricks, lockers for collecting
grocery purchases made online, available to consumers 24/7.
PERFECT FOR EVERY NEED
MODULARITY AND TELE-MONITORING
Epta’s project, whose name calls to mind the
image of building, has been designed to meet
every client’s needs. #EPTABricks offers columns
for fresh products, frozen and dry foods, as well as
a master column with a user interface from which
the entire structure can be managed.
Modularity is another defining characteristic of
#EPTABricks lockers, offering retailers the chance to add
modules based on their specific needs. Furthermore,
the system has been developed so that every single
cell can be controlled remotely, to keep elements like
temperature, rate of occupancy, etc., under control,
in order to offer the product in the best condition.
MAXIMUM INTEGRATION
The #EPTABricks software has been designed to be
easily integrated with the retailer’s e-commerce
environment, adapting rapidly to their existing IT
structure.
GASTRONOMY AND THEMATIC AREAS
Personalizing space creates atmosphere
Effective original design of specialty counters is proving to be a key factor for retail
S
ome large format European stores
have seen success due to wide product ranges, strong visual appeal in
shop fittings, and staff served areas dedicated to gourmet products, regional
specialties and “street food”.
Through theatre and attractive store
design these stores have met the needs
of their consumers, as enjoyable spaces
to spend their time, and in some examples, consume what they have bought
in store in dedicated dining areas.
Original, attractive products and
atmosphere.
Market research shows that knowing
how to be original, versatile and attractive in the food retail sector is key.
Putting focus on store layout, merchan-
dising and product range to build the
brand image and drive customer loyalty.
Romolo De Camilis, retail director at
Nielsen, comments that, “The evolution of stores goes hand in hand with
strongly emerging consumer trends
that modern retailers must cater to”.
The shift from “food for later” to “food
for now” is a growing consumer trend,
with customers buying food for immediate purchase, rather than buying in
bulk.
De Camalis continues, “Historically,
Italian food retail has been structured
around “food for later” and the concept of convenience food has been influenced by British shopping habits”.
Many chains are equipping themselves
to adapt to change in demand in order
to compete with various dining options
within the market.
When introduced to mass retail, these
changes require reorganisation of the
store design; changes that have seen
success in new openings in Italy and
other countries.
Image of a Coop
sales point
in Modena, Italy
© EditorialeLargoConsumo
Coop Alliance 3.0 focuses on vegetables and “free from”
Alessandro Bruni, Head of Grocery Purchasing, explains how the gastronomic
section’s assortment has evolved in the
Coop Alliance 3.0 sales points. A section
worth approximately 17% of “fresh foods”: “It’s shifted from a predominantly assisted-sales to a take-away method,
which provides fast service and enables
consumers to ‘skip’ the queue, for the
same products”.
What are the most recent trends?
“Currently,” explains Bruni, “developing the ‘free from’ areas: lactose-free,
gluten-free. That includes processed
packaged meals and kitchen-cooked,
which are increasingly important in the
gastronomic section, traditionally focused on deli-meats and cheeses. We’ve
adopted the vegetarian concept and
generally shifted the main axis away
from animal-based products towards
vegetarian recipes in an age concerned
with health and well-being, embracing
diverse categories”. Sales point category management can pose problems
easily solved using layout and ad hoc
merchandising solutions.
Which ones has Coop Alliance 3.0 chosen?
“While islands and refrigerated coun-
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ters have traditionally been quite
small, today it’s possible to have a
larger more suitable space available.
With islands conveniently located next
to staffed service counters. Setting
up collaborations and activities with
suppliers, for their visibility too, are
definitely an interesting area for development to explore, with the goal
of having more substantial islands
compared to the past, with a new
up-to-date feel”.
GASTRONOMY AND THEMATIC AREAS
Conad Central North: quality, service and bright counters
The deli-meat and cheese
counter at the Conad sales point,
Sapori&Dintorni, in the Santa Maria
Novella train station (Florence, Italy)
Given the cooperative business structure, the counter assortment at the Conad Central North sales points can
vary depending on store location and
dimension, but the common goal is to
ensure the consumer finds a complete
range of products with the right quality/price ratio.
Stefano Ferrari, Vice-Director of Marketing for Conad Central Northe explains:
“Normally, the consumer looks for a
high-level service coupled with flavors
and recipes equal to those that are
home- made. Last year we noted very
positive performance in our fish-based
and vegetable-based dishes, reflecting
the evolution in consumption trends.
Traditional dishes like lasagna and eg-
Hieber’s Frische Center: food courts,
an essential part of the shopping experience
The food court,” says Dieter Hieber,
owner of Hieber’s Frische Center, a
German chain associated with one of
the most important retailers, “is becoming increasingly important. It’s part
of the shopping experience that we
want to offer to our customers. Last
year we notably expanded our range in
the Lörrach sales point. In addition to
traditional dishes, both vegetarian and
meat-based, our customers can choose
from sushi, street food, barbecue or
Mediterranean cuisine. We also offer
fruit juices and smoothies, a café and a
pastry shop. Other stores are following
our example”.
gplant-Parmesan still maintain a positive trend, so it’s fundamental to offer
recipes aligned with local traditions.
Interesting data came from the take-away section: a convenient solution
in terms of saving time and money and
for the choice of typology/format”.
How can you promote the category?
“Spacious bright counters (cleanliness
is a given) highlight the products,”
explains the manager, “and counter
staff that are ready and able to make
suggestions and inform consumers is a
small differentiating factor that adds
great value”.
The deli-meat and cheese counter
at the Conad sales point,
Sapori&Dintorni, in Siena, Italy
What are the expectations and demands of customers in this sector?
“There are two types of customers.
Some just want a quick, tasty bite at
a reasonable price. They spend their
lunch break at our supermarket. Then
there are those who come here to grocery shop, but they want to treat themselves. They spend more time here,
perhaps eating at the sushi bar and
then sipping a coffee”.
© EditorialeLargoConsumo
Marks & Spencer’s special deli offer
The Marks and Spencer Deli – says Rabah Kherroubi, Forecast and Inventory
Planner – has developed and grown
over many years. Our key focuses are on
customer experience, quality and offering that “something special”. Our deli
offers up-market and high quality produce across hot food, salads and charcuterie. Our customers come to expect
a certain level of quality from M&S and
the ranges we offer. We are continually working hard with our producers
and suppliers to ensure we meet this
expectation and exceed it with that extra something special. The Deli is a great place to visit in store. It is one of the
Largo Consumo 2/2017
few places in the shopping experience
where we as a retailer can interact with
our customers and is a great opportunity to get closer to them. We have also
created a unique deli dining experience where customers can sit and enjoy a
high end meal, straight from our extensive deli ranges. The core of our offer
sits solidly in regional specialties from
Spain, France, Italy, rather than classics
and oriental cuisine. We will continue
to work hard on innovation across our
deli, whilst maintaining the core value
of our offer and being able to offer
that extra something special.
GASTRONOMY AND THEMATIC AREAS
Shopping habits show that Italian consumers appreciate tasty, convenient
foods that are also light and healthy;
they want products displaying information about food origins, driven by
growing trends in vegan and vegetarian foods.
Successful retailers are therefore focusing on a limited, segmented range
with clear and attractive visual merchandising solutions, supported by
knowledgeable staff.
Using staffed counters to create theatre and drive sales
Fish counters are an example of how
demand for fresh, natural food has
been expressed by consumers.
Stores that have expanded their seafood section and introduced serve over
counters where customers can see their
fish freshly prepared are meeting customer demand for convenient, ready
to eat food that can be both purchased
and consumed in store.
These ready-to-go counters are beco-
ming defining features in large format
stores across Europe and the US; a dual
answer to the customer need for high
quality products that are perfect for take-away or on site consumption.
Retailers are aligning their service model so that staff have more interaction
with customers, resulting in a more engaging customer experience.
Furnishing and equipment can also be
used to create appeal and ensure quality of products, as well as efficiency of
service.
How to create urban style
Some thematic corners
in the Carrefour sales point in
Villiers-en-Bière, France
In Germany attention to fresh categories is strong. These segments are as
important for the business of large retailers as they are for small locally managed retail shops.
We asked Dieter Hieber, owner of Hieber’s Frische Center, a chain associated
with one of the most important German
retailers, which visual merchandising criteria are followed when developing the
sales point layouts and displays.
“Inside the shop, to present our products off the shelves, we use tables
designed to fit our concept: the stores
appear more organized when the aisles
are clear and clients can move around
freely. We currently use many ‘shop-fitting’ elements, like tile, designed to create a retro style. We often utilize wood
to underline the so-called urban style”.
© EditorialeLargoConsumo
Carrefour: how to entice customers with specialty counters
Relaunch the business; redesign large
spaces so that they become attractive
to a curious and demanding clientele;
that’s why large international retailers
are rethinking their store format.
A perfect example is the hypermarket
opened last September by Carrefour in
Villiers-en-Bière, south of Paris.
The area proposes a series of specialty
corners dedicated to traditional fresh
products like meats, cheeses and sliced
deli-meats, as well as gourmet products
like seafood and international cuisine,
from Italian to Asian.
“We decided to try out this new format,” explains Daniel Kalache, Concept
Director of Traditional Fresh Products
for Carrefour France, “with a two-pronged objective: to give new momentum
to our fresh products range, promoting
certain sections and to entice our consumers with an extremely appealing
range, satisfying the trend of preference for top quality and freshness.
The project stemmed from thorough
analysis that took into account two
fundamental variables: the corner’s
profitability per sq.m., which can’t be
ignored, and the fluctuation of clientele, which influences the choice of these
spaces to become privileged areas”. It’s
too soon to prepare the balance sheet,
but “the trend is positive and, at the
moment, we are very satisfied with the
initial results”.
Regarding the “look”. The corners are
designed and equipped “to interact
well with the fresh food sections in which they’ve been placed and, of course,
to be aligned with the products and
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themes to which they are dedicated.
Their creation was done in partnership
with specialized supply companies”.
Are these corners and thematic areas,
which mark the integration of classic
self-service and traditional stores, a
real metamorphosis or are they simply
an experiment?
“I’m convinced,” concludes Kalache,
“that this is not just a passing fad. Nevertheless, we have to analyze the economic performance, which depends on
several factors, including the assigned
space, the return and the feedback
from the customers who visit them”.
“TAILOR MADE”
THE MOST EFFECTIVE
MERCHANDISING
Thanks to the new Costan and Bonnet Névé
product lines, Epta offers display solutions
with maximum customization.
I
n response to the retailers’ need to create theatre
within their stores –, where visual merchandising,
practicality and ease of use are essential elements
– Epta’s brands Costan and Bonnet Névé have new
additions to the Rossini and Maxima Evolution
lines: display solutions created to guarantee tai-
lor-made personalization, maximum flexibility and
versatility in both design and materials.
The creativity of an “artisanal” approach joined
with the know-how, reliability, and production
potential of a large international group.
MAXIMUM FLEXIBILITY
VERSATILITY IN THE DESIGN
The Rossini and Maxima Evolution solutions enable
the realization of countless striking display formats,
always tailored to the needs of the clients.
Promote products while simultaneously
highlighting the retail chain’s brand identity
through customization: a combination of models,
materials (wood, metal, tile) and colors make every
store unique. Unlimited creativity.
EASY TO USE
Both counter staff and consumers will benefit
from maximum ergonomics and enhanced product
preservation, thanks to the varied depths of
shelves, flexibility in accessory placement, visibility
and ease of access to products.
IN-STORE RESTAURANTS
Lunch at the supermarket: a winning trend
A perfect example of convergence between traditional sales and dining, retailers are
increasingly placing restaurants inside modern retail points
H
aving lunch or treating yourself to
a snack whilst inside a large space
retailer is a hybridization of the retail
model. Affordable pricing, product sales and now dining in store is the new
retail store model, becoming more of a
certainty than a trend.
Muu Grill, Legnano, Italy
“I’ve seen very innovative formulas,
especially in the gourmet retail market”, says Romolo De Camillis, retail director at Nielson, “but these dining corners are also well suited to large space
retailers that can help the traditional
hypermarket to reinvent itself”.
The location of the store will make a
difference; city or suburban stores with
ease of access are more likely to favour
this new design.
There are many options available for
in-store dining experiences, from sushi
to local cuisines.
This doesn’t mean that supermarkets
are wanting to compete with restaurants, but shows that retailers are focused on making the in-store shopping
experience more appealing in order to
create footfall.
© EditorialeLargoConsumo
Electrolux: new technologies for new food trends
Regarding the growth of dining corners within retail spaces, which trends
are the most interesting?
We asked Silvano Costantini, Sales Manager Retail at Electrolux Professional.
“Vegan, vegetarian and ethnic cuisine
are the trends that are gaining more
ground. Then there are the concepts
for low-calorie, gluten-free and food
intolerance diets. The bakery and pastry shops are also changing to meet
these new dietary habits. All of which
is done with an eye on reducing food
waste, but also on recovery. Look at secondary cuts of meat, characterized by
low cost and high return”.
In-store dining presents strong potential, more traditional options. At
gastronomic counters now, Russian
salad is more often than not replaced with hummus. Families want
grocery shopping to be a food experience, a journey among high quality products in a thematic environment where they can taste and find
tips for new recipes to try at home”.
Electrolux Professional is responding
to its customers’ demand for versatile,
multifunctional, low energy-consumption, compact equipment.
“For example, ‘SpeedDelight’ is a ‘Panini Grill’ that cooks and heats sandwiches in 30-40 seconds or a snack.
Retailers ask us for staff training – and
we have an Electrolux Chef Academy
for that – continual technical assistance, also on the in line with the change
in customers’ dietary habits.
“Many food products that are trendy today substitute weekend, as well
as personalized solutions and turnkey
packages of multiple pieces of equipment from a single supplier”.
Conad, Santa Maria Novella, Firenze, Italy
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“SHOP IN SHOP”
COMBINES QUALITY,
TRADITION
AND INNOVATION
G
Epta presents a new project
at EuroShop 2017 in partnership
with Electrolux Professional.
ood, healthy, natural food prepared and consumed, in a modular user-friendly environment, designed for use inside of large surface retail
stores. It’s not just a fad, but a philosophy, a trend
that’s taking hold of more and more consumers
on both sides of the Ocean. This is the inspiration
behind the Shop in Shop project, in partnership
with Electrolux Professional, which Epta is going
to present at EuroShop 2017: An innovative dining
area inside the store that brings together Epta’s refrigeration and Electrolux’s Professional kitchens
solutions, all while eliminating waste.
A “RESEALABLE” SOLUTION
The Epta-Electrolux Professional project is a truly
innovative idea that requires very little space
(less than 30sqm) and can be opened and closed at
various times throughout the day. Thanks to the
“resealable” structure, it can open in the morning,
equipped with tables, and close in the evening,
all while remaining very compact.
“RESTAUR-ACTION”
The area offers consumers an authentic “
Restaur-Action” experience: a new lifestyle
concept. It is possible to prepare and taste food
and drinks inside, using the tools and solutions
provided by Epta and Electrolux Professional.
The EuroShop menu is characterized by just one
ingredient used in different ways.
The containers used to serve the Electrolux
Professional menu are supplied by Sirap Group.
They are in PET from the Tamper Evident line,
which uses the Safe-T-Fresh system®,
an especially well-adapted solution
for ultra-fresh foods. These containers guarantee
healthiness and prevent the food from being
touched before it’s opened
by the consumer. Their exclusive design highlights
the products they contain.
PREPACKAGED FRESH FOOD
A new style of Product Merchandising
Packaged fresh foods are experiencing growth across Europe as the latest display solutions
improve customer shopping experience.
T
he demand for freshness and need
to disclose more information about
food origins is resulting in a shift from
serve-over counters to fresh, packaged
goods in European markets. Packaged
products sold by weight are experiencing strong growth and are acquiring
more space within stores compared to
staffed service counters.Merchandising
plays a key role for better visibility of
product packaging and making date
rotation easier.
According to Nielsen, fixed weight,
pre-packed food is seeing sales increases in many areas, such as meat. Where deli-meats recorded +1.3% growth
in 2016 pre-packed foods reported
+2.8%. There are many reasons for the
growth – products better satisfy the demand for freshness and provide more
information on the label. European
stores are being reorganised according
to this trend, giving less space to serve
over counters and more to packaged
foods. 2016 saw growth in pre-packaged food sales in fruit and veg ranges,
highlighting the growing popularity.
Conad: a flexible display
Packaged fresh food display
at Carrefour Market
n Nangis, France
© EditorialeLargoConsumo
Lactalis: maximizing cheese sales
French people love cheese: their annual
consumption of approximately 24 kg
per-capita puts them amongst the top
in the world. Overall, the cheese category, with 4.7 billion Euros turnover,
accounts for 6% of the total food sold
by French retailers.
We asked Jean Philippe Gateau, Head
of Sales Development at Lactalis, to
tell us more about managing a store
in such a high-performing sector as the
one in France.
“We recommend to organise the cheese category shelves according to consumer use : the most traditional one
and still very common in France is End
of meal cheeses (48% of the volumes,
slightly decreasing), the second most
important is cooking cheeses (33%)
and the third one is snacking cheeses
(17%), both growing uses. The last,
smallest and decreasing segment is the
low fat cheese (2%). Our goal is to help
retailers to develop the category”.
Fridge cabinets with glass doors for fresh products, introduced several years
ago by French retailers to reduce environmental impact, have constituted
a real design innovation for the companies making them. They have also
signalled a turning point for suppliers
in terms of how the category is managed. “The
challenge,” Jean-Philippe
Gateau confirms, “is to
offer retailers targeted
merchandising solutions,
starting with an effective
layout of products, and
using clear and eye-catching signs to help consumers find their way
through the shelves”.
Largo Consumo 2/2017
Alberto Raggi, Group Category Manager, explains how Conad Central North
handles their fresh packaged displays:
“Our thoughts and actions reflect the
quite heterogeneous characteristics of
sales network. For every channel we
have functional clustering arranged in
linear meters from the various stores.
The result has been a foundational solution that can be adapted to meet various needs. In addition to the division
between Superstore, Conad and City,
we have a segmentation of 6 different
clusters: One for the Superstores (we’re
working to add another segment for
surfaces over 2500 meters), three for
Conads and two for the small surface
stores. Each solution provides a physical dimension (number of sections)
and a specific number of references.
Each product category has also homogeneous exhibition criteria in each cluster for example, horizontal display by
typology and subdivided by brand.
Obviously, we also keep track of suppliers managed by display units”.
EMOTIONAL
SHOPPING EXPERIENCE
TO STRENGTHEN
SALES
Epta and Lactalis present
the “Allée des Fromages” at EuroShop,
a project that will “revolutionize”
the display of packaged dairy
T
he response to the expanding packaged fresh
food market is represented by striking, and attractive trends in product display, like the ”Allée
des Fromages” Epta is presenting at EuroShop
2017. This is a project developed with Lactalis, the
worldwide leader in the dairy industry, who is introducing considerable innovation in the sector.
The goal is to propose a visual merchandising solution that can give the consumer an engaging shopping experience, created by refrigeration units
designed to showcase product, stimulate a more
emotional approach to the category, and develop
sales.
THE “WOW FACTOR” FOR
CONSUMERS
AN ABSOLUTELY INNOVATIVE
CONCEPT
This authentic “dramatization” of the aisle is intended to generate a “wow factor”, which shows
the consumer all the richness, variety and breadth
of the world of cheese.
The project is aimed at promoting a rich and diverse
category, which alone in France is worth 6% of the entire
turnover for food. For this reason, Epta has designed
hi-tech vertical cabinets with varying depths in a unique
broken line, designed to engage the consumer through a
range of the offer, segmented into 4 categories according
to their intended use. Projectors highlight information
and the range is divided by a colour code system.
In detail, cheeses are divided into: End of meal cheeses,
for the end of the meal, Healthy cheeses, for people who
care about their health, Snacking cheeses, for sandwiches
and appetizers and Cooking cheeses for food preparations. Dedicated internal fittings and display accessories
present specific products which need to be highlighted.
CLOSED CABINETS STIMULATING
IMPULSE BUYING
Cabinets with glass doors become a tool for creating
new opportunities to develop the category, proposing an easier-to-read display of varied product
range, adding value to promotional activities and
ultimately encouraging impulse buying.
FROZEN FOODS
Focus on visibility and mixing frozen-fresh
As demand for premium products is growing, visibility and visual merchandising are proving to
be key factors when successfully coupled with fresh products.
F
rozen products constitute a highly
important section for modern retailers. According to Euromonitor
International, in Western Europe in
2015, sales reached 42 billion euros, with an average purchase of 86
euro per capita. Germany and the UK
were the market leaders, constituting 50% of the sales in this section.
CentoPiazze,
Conad, Alcamo,
Italy
Section trends
The most significant trends in frozen
product are the evolution of demographic factors, such as less time for
cooking, resulting in greater demand
for convenience products, as well as a
need for free from, vegan and vegetarian foods.
Retailers are moving away from mass
production products, in favour of higher quality and branded products.
The success of top frozen ranges is one
example of where brand labels connote
a high level of quality and innovation.
Merchandising promotes visibility
Merchandising promotes visibility – and
we’re witnessing a comparison challenge between fresh and frozen products.
Merchandising solutions that provide
visual continuity across fresh and frozen ranges are on the rise.
De Camillis reflects that “the frozen
food section is reflecting trends seen in
© EditorialeLargoConsumo
Plataforma del Congelado:
enhance the shopping
experience and profitability
What are the consumption trends in
Spain’s frozen food market?
We asked Plataforma del Congelado,
which brings together the sector’s main
producers and with whom companies
like Epta for refrigerated counters and
Grupo Om for sales point merchandising
collaborate to bring added value to the
category. “The emergent trend in Spain
is demand for new products that blend
‘convenience’ and health. That’s why
the industry is investing in the creation
of high quality product and service content. In 2015, frozen food consumption
grew by 3.3% in value (source: Kantar
WP). The category represents 6% in the
total turnover earned in large retailers.
We’re talking about a market that was
worth nearly 1.500 million euros at
the end of October 2016, according to Nielsen” Additionally, brand
name products dominate the frozen
food market in Spain, representing
68.4% of market value. Plataforma
del Congelado has three objectives:
fresh foods – less meat and more vegetables are being sold”.
Cooking at home is declining, much
to the benefit of convenience products
like ready-to-serve and frozen foods.
European results are positive at +7% in
sales volume. There are some differences however. There has been an increase in the sale of unpackaged frozen
products such as frozen breaded fish
which has seen a 15-16% increase, worth around 50 million euros in Italian supermarkets, for a product usually seen
in specialty stores.
According to Nielsen, a focus on more
ecological counters that don’t restrict
product display is becoming evident in
the organisation of these sections.
The frozen food section must speed
up its innovation in display to improve
merchandising of products, innovation
that can be helped through strong partnerships with equipment suppliers.
Alcampo, Alicante, Spain
enhance the consumers’ experience
with the category, the supply chain
process and the purchasing experience
in the sales point. “Plataforma is working to favor collaborative projects
between producers and experience and
the preservation and traceability of the
cold chain”. A lot is being done in visual merchandising too. “One example
is VISAT (Visual Attraction), a pyramid
that helps identify the various families of products by color coding and
matching price tags to the products.
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Furthermore, we’re introducing detectors called ‘Next’, that help point out
product innovation on the shelves and
to better organize and visualize merchandise on vertical displays. Specialized suppliers are also making a strong
contribution by developing cutting
edge products, which help to increase the section’s profitability thanks to
enhanced display visibility and energy
conservation, as well as by avoiding disruptions in the cold chain”.
FOOD DISPLAY,
ENERGY SAVING
AND MERCHANDISING
FOR FROZEN FOOD
T
Epta redesigns the display of Frozen food
thanks to GranBering and SkyLight
vertical cabinets and to the new low
temperature semi-vertical cabinets.
he frozen food section is evolving therefore
there is a need for innovative solutions that will
enhance the shopper experience and increase sales.
With the new vertical display cases GranBering
and SkyLight, by Costan and Bonnet Névé, and the
brand new semi-vertical, low temperature GranSesia and SkyShine, Epta is “reinventing” displays
for this category by focusing on greater visibility,
reduced energy consumption and a richer merchandising supply.
Frozen and fresh foods can be displayed side by
side, thanks to perfect integration and coherence
between the look and design of GranBering and
SkyLight and the structures for packaged fresh
foods, GranVista Next and SkyView Plus, creating an
elegant uniformity throughout the store.
GRANBERING AND SKYLIGHT’S
MANY BENEFITS
GranBering and SkyLight’s strengths include maximum
visibility, thanks to the full glass doors and a topof-the-line lighting system, installed after thorough
study of light distribution within the cases. The cases
see enormous energy savings due to the reduction
of HER (Heat Extraction Rate) of 8% and low energy
consumption doors. A range of options with varying
depths (755mm – 905mm) and more ample display
surfaces is available to ensure tailor-made solutions for
every type of layout and sales point.
GRANSESIA AND SKYSHINE SEMIVERTICAL AT LOW TEMPERATURES:
A BRAND NEW PRODUCT
The semi-vertical LT cases GranSesia and SkyShine
are another great innovation coming from Costan
and Bonnet Névé, that introduce a striking
aesthetic concept, designed to increase product
visibility and ergonomics. Both offer maximum
flexibility thanks to the multiple depths available
(755mm – 905mm). Frequently used in the
packaged fresh foods section, these cases can
create ad hoc islands and have a look aligned with
the larger vertical cases. They help create a new
image in the frozen food section, also offering
excellent load capacity, twice that of traditional
chest islands.
ELEGANT LINES AND UNIFORMITY
AMONG CUTTING EDGE
REFRIGERATION CASES
The new display system and design creates
consistent alignment among frozen and fresh
food sections, either with or without doors; a
revolutionary concept that provides elegant
uniformity in every area of the store and creates
striking new display combinations.
CONCEPT STORES
New expressions of modern retail
As a new tool for rejuvenation, experimentation and redefinition, concept stores are a ampling
counter for retailers.
R
etailers are choosing to re-launch
formats suffering from an identity
crisis, creating sales points better aligned to target customer profiles and
demands, by innovating product categories, starting with fresh products.
Concept stores are a proven tool for
trialling new ideas and there are numerous successful examples across Italy
and Europe.
Carrefour Gourmet supermarkets are
a great example; designed for demanding, curious consumers looking for
high quality products.
Fiorfood by Coop, in the heart of Turin, has intentionally chosen “food and
excitement” as its slogan. Conat, Sapori
& Dintorni stores have a format that
promotes a high-profile private label
brand aimed at promoting regional
specialties.
Unes’ Viaggiator Goloso is yet another
example of a retail brand that, in the
wake of the temporary Christmas stores’ success, established its first actual
sales point in Milan a few months ago.
A high impact mix
Tali superfici sono spesso caratterizzate
Such spaces are often characterized by
an integration of self-service, assisted
sales areas and dining areas. Take a
look at Sapori & Dintorni in Naples, that
has integrated a supermarket with, a
restaurant, wine shop and gourmet
cafeteria, as well as with the Michelin
Star chef Niko Romito’s cooking school.
It goes without saying that the project
is the result of a close partnership
between the retailer and its designers
and suppliers, including those specialized in sales point equipment. Collaborations like these can result in functional yet visually pleasing store designs,
capable of promoting fresh and frozen
products, thanks to a layout that combines modularity and personalization.
© EditorialeLargoConsumo
Schweitzer: innovating and
repositioning with new
formats
How is a new retail concept generated?
Bernhard Schweitzer, CEO of Schweitzer Group, based in Bolzano, explains
together with Interstore agency, which
plans and designed commercial spaces
all over the world.
“The customers get in contact with us
to develop new concepts aligned with
current market trends in their areas.
For example, when a retailer gave us
the task of developing a new concept
focused on a high-quality food assortment, we put an interdisciplinary
group of professionals at the client’s
disposition, who worked on the new
format for months with their strategic consultants. The client provided us
with an analysis of the brand’s market position and the number of items
and services it intended to offer the
consumer, and explained to us its vision for the future. The consultants
developed part of the business plan,
and with that data we defined the
commodity area retail inside the sales
point, the atmosphere, in other words
what we call the ‘look and feel’, sug-
Park Towers, Santa Venera, Malta
gesting colors and fixtures for the
walls and floor, as well as furnishings,
but also the product placement and
branding”.
What do retailers ask for?
“Innovation, above all,” explains the
manager. “Clients often ask for help in
changing and redefining themselves;
and also for structural flexibility, a modern atmosphere and the ability to add
services that they didn’t have in the
past. For example, in Food, the need to
propose preparation tips, tastings and
whole meal consumption inside the sales point is ever more frequent”.
What actually makes a concept new?
“Innovation, of course, but also a
360° approach,” explains Schweitzer.
You could say that a new concept is
successful only if it works from every
perspective. In fact, it has to be ai-
Largo Consumo 2/2017
med at the target clientele and aligned with the brand’s defining values.
Innovation also can and must go only
as far as is feasible for the retailer
who’s the one that has to manage the
internal organization, personnel and
structures. It’s not enough to put in a
new counter or extra shelves. 360° innovation has to include communication, marketing, online and off line”.
How important is the relationship with
suppliers?
“We’re very concerned with retailers’
needs and one of their most frequent
demands is to quickly multiply a concept that has to be applied to multiple
sales points, sometimes concurrently.
The relationship with industrial partners is fundamental, also to contain
costs and ‘industrialize’ the projects”.
WHEN DESIGNERS’
CREATIVITY MEETS
REFRIGERATION
Epta and Schweitzer present an innovative
pop-up retail area dedicated to fruit
and vegetables, at EuroShop 2017.
O
ne of the biggest challenges for a large industrial group technological innovation, production capacity, at the disposition of designers,
who are increasingly called on by mass retail companies to provide inspiring concepts for renovating
their sales points.
Doing so in a section like refrigeration is even more
complex, where aesthetics, visual merchandising,
performance and energy savings are all important.
The collaboration between Epta group, leader in
commercial refrigeration, and Schweitzer group,
specialists in planning and realizing cutting edge
solutions, proves that this is possible.
IDEAL MIX BETWEEN MERCHANDISING SOLUTIONS AND STORE’S STYLE
To offer tangible proof, Epta and Schweitzer are
going to present a pop-up retail area dedicated
to fruits and vegetables at EuroShop 2017, where
Epta’s refrigeration solutions will be enhanced by the
creativity of designers from one of the world’s most
important companies in the field of commercial-space
interior design:
• the refrigerated cases seem to disappear, putting the
spotlight on pure retail design;
• this new, eclectic project transforms a traditional
display area into something completely new and
surprising, beyond all expectations;
Epta has again shown its ability to meet modern retail
needs, guaranteeing creative solutions, both in terms
of aesthetics and merchandising, always aligned with
the client’s style, image and market position.