New formats, layouts and visual merchandising:Key players insights into retail changes

REFRIGERATION

Largo Consumo 2/2017

Retail in the face of modern marketsand consumers’ smart evolution

Epta: key player in refrigeration

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.

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The retail sector has changed in re-cent years due to the digital revolu-

tion that is redefining the relationship between consumers and stores.Multi-channel shopping is becoming the key to success for modern retai-lers 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 deve-loping strategies that move with new customer trends. Click and Collect is a tool which has introduced a new relationship betwe-en 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 pro-duct range are showing better results. Stores with a mixed format, showing customers theatre with serving coun-ters as well as in store dining, are se-eing positive feedback for the new ap-proach 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 interna-tional retailers and suppliers.

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 glo-bal market. Epta builds and sells to local markets with brands that are market leaders in their respective countries: Costan, Bonnet Névé, George Barker, Euro-cryor, Misa, Iarp and Knudsen Koling. Expertise, innovative R&D and an abi-

lity to anticipate global trends are key factors that enable Epta to accompany its customers through market chan-ges – 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 coun-tries, 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 com-plete range of products and solutions for commercial refrigeration, allowing retailers to benefit from having a sole

supplier capable of providing turnkey projects on a global scale. The installa-tions add value to every store format, satisfying changes

to store design and improving the con-sumer’s shopping experience. Epta is participating in EuroShop 2017, the most important trade show for in-novation in the retail sector, in Dussel-dorf on the 5th-9th March.

Intermarché, Bidart, France

Present at EUROSHOP 2017HALL 16 STAND

A60-B60

PERFECT FOR EVERY NEED

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 AND TELE-MONITORINGModularity 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.

The #EPTABricks software has been designed to be easily integrated with the retailer’s e-commerce environment, adapting rapidly to their existing IT structure.

MAXIMUM INTEGRATION

In the wake of the growing success of e-com-merce, the click&collect formula is continually

proving its value. It’s a service challenge for re-tailers, pointing to a true organizational revolu-tion 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 con-sumers 24/7.

#EPTABricks: lockers that combine versatility,

modularity and integration.

CLICK&COLLECT REQUIRES HIGH EFFICIENCY AND TOP SERVICE

GASTRONOMY AND THEMATIC AREAS

Largo Consumo 2/2017

Personalizing space creates atmosphere

Coop Alliance 3.0 focuses on vegetables and “free from”

Effective original design of specialty counters is proving to be a key factor for retail

Some large format European stores have seen success due to wide pro-

duct ranges, strong visual appeal in shop fittings, and staff served areas de-dicated 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 exam-ples, 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 at-tractive 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 evolu-tion 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 imme-diate purchase, rather than buying in bulk. De Camalis continues, “Historically, Italian food retail has been structured around “food for later” and the con-cept of convenience food has been in-fluenced 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.

Alessandro Bruni, Head of Grocery Pur-chasing, explains how the gastronomic section’s assortment has evolved in the Coop Alliance 3.0 sales points. A section worth approximately 17% of “fresh fo-ods”: “It’s shifted from a predominant-ly 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, “develo-ping 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 focu-sed 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 cate-gory management can pose problems easily solved using layout and ad hoc merchandising solutions.Which ones has Coop Alliance 3.0 cho-sen? “While islands and refrigerated coun-

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 de-velopment to explore, with the goal of having more substantial islands compared to the past, with a new up-to-date feel”.

Image of a Coopsales pointin Modena, Italy

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GASTRONOMY AND THEMATIC AREAS

Largo Consumo 2/2017

Marks & Spencer’s special deli offer

Hieber’s Frische Center: food courts, an essential part of the shopping experience

Conad Central North: quality, service and bright counters

Given the cooperative business structu-re, the counter assortment at the Co-nad 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 quali-ty/price ratio.Stefano Ferrari, Vice-Director of Marke-ting 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-

gplant-Parmesan still maintain a posi-tive trend, so it’s fundamental to offer recipes aligned with local traditions. Interesting data came from the ta-ke-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 Marks and Spencer Deli – says Ra-bah Kherroubi, Forecast and Inventory Planner – has developed and grown over many years. Our key focuses are on customer experience, quality and offe-ring that “something special”. Our deli offers up-market and high quality pro-duce across hot food, salads and char-cuterie. Our customers come to expect a certain level of quality from M&S and the ranges we offer. We are continual-ly working hard with our producers and suppliers to ensure we meet this expectation and exceed it with that ex-tra something special. The Deli is a gre-at place to visit in store. It is one of the

few places in the shopping experience where we as a retailer can interact with our customers and is a great opportuni-ty to get closer to them. We have also created a unique deli dining experien-ce where customers can sit and enjoy a high end meal, straight from our exten-sive 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.

The food court,” says Dieter Hieber, owner of Hieber’s Frische Center, a German chain associated with one of the most important retailers, “is beco-ming 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”. What are the expectations and de-mands 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 gro-cery shop, but they want to treat them-selves. They spend more time here, perhaps eating at the sushi bar and then sipping a coffee”.

The deli-meat and cheese counter at the Conad sales point,

Sapori&Dintorni, in Siena, Italy

The deli-meat and cheese counter at the Conad sales point,

Sapori&Dintorni, in the Santa Maria Novella train station (Florence, Italy)

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GASTRONOMY AND THEMATIC AREAS

Largo Consumo 2/2017

Shopping habits show that Italian con-sumers appreciate tasty, convenient foods that are also light and healthy; they want products displaying infor-mation about food origins, driven by growing trends in vegan and vegeta-rian foods. Successful retailers are therefore fo-cusing on a limited, segmented range with clear and attractive visual mer-chandising solutions, supported by knowledgeable staff.

Using staffed counters to create thea-tre and drive salesFish counters are an example of how demand for fresh, natural food has been expressed by consumers. Stores that have expanded their seafo-od section and introduced serve over counters where customers can see their fish freshly prepared are meeting cu-stomer 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 ta-ke-away or on site consumption. Retailers are aligning their service mo-del so that staff have more interaction with customers, resulting in a more en-gaging customer experience. Furnishing and equipment can also be used to create appeal and ensure qua-lity of products, as well as efficiency of service.

Some thematic corners in the Carrefour sales point in

Villiers-en-Bière, France

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 for-mat,” explains Daniel Kalache, Concept Director of Traditional Fresh Products for Carrefour France, “with a two-pron-ged objective: to give new momentum to our fresh products range, promoting

certain sections and to entice our con-sumers with an extremely appealing range, satisfying the trend of preferen-ce 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 cliente-le, 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 whi-ch they’ve been placed and, of course, to be aligned with the products and

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. Ne-vertheless, we have to analyze the eco-nomic performance, which depends on several factors, including the assigned space, the return and the feedback from the customers who visit them”.

How to create urban style

In Germany attention to fresh catego-ries is strong. These segments are as important for the business of large re-tailers as they are for small locally ma-naged retail shops. We asked Dieter Hieber, owner of Hie-ber’s Frische Center, a chain associated with one of the most important German retailers, which visual merchandising cri-teria are followed when developing the sales point layouts and displays.“Inside the shop, to present our pro-ducts 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-fit-ting’ elements, like tile, designed to cre-ate a retro style. We often utilize wood to underline the so-called urban style”.

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VERSATILITY IN THE DESIGNPromote 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.

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.

EASY TO USE

In 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

The Rossini and Maxima Evolution solutions enable the realization of countless striking display formats, always tailored to the needs of the clients.

Thanks to the new Costan and Bonnet Névé product lines, Epta offers display solutions

with maximum customization.

“TAILOR MADE” THE MOST EFFECTIVE MERCHANDISING

IN-STORE RESTAURANTS

Largo Consumo 2/2017

Lunch at the supermarket: a winning trend

Electrolux: new technologies for new food trends

A perfect example of convergence between traditional sales and dining, retailers are increasingly placing restaurants inside modern retail points

Having lunch or treating yourself to a snack whilst inside a large space

retailer is a hybridization of the retail model. Affordable pricing, product sa-les and now dining in store is the new retail store model, becoming more of a certainty than a trend.

“I’ve seen very innovative formulas, especially in the gourmet retail mar-ket”, says Romolo De Camillis, retail di-rector at Nielson, “but these dining cor-ners 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 restau-rants, but shows that retailers are fo-cused on making the in-store shopping experience more appealing in order to create footfall.

Regarding the growth of dining cor-ners within retail spaces, which trends are the most interesting?We asked Silvano Costantini, Sales Ma-nager 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 pa-stry 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 se-condary cuts of meat, characterized by low cost and high return”.In-store dining presents strong po-tential, more traditional options. At gastronomic counters now, Russian salad is more often than not repla-ced with hummus. Families want grocery shopping to be a food expe-rience, a journey among high qua-lity products in a thematic environ-ment 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-consump-tion, compact equipment.“For example, ‘SpeedDelight’ is a ‘Pa-nini Grill’ that cooks and heats san-dwiches in 30-40 seconds or a snack. Retailers ask us for staff training – and we have an Electrolux Chef Academy

for that – continual technical assistan-ce, also on the in line with the change in customers’ dietary habits. “Many food products that are tren-dy today substitute weekend, as well as personalized solutions and turnkey packages of multiple pieces of equip-ment from a single supplier”.

Muu Grill, Legnano, Italy

Conad, Santa Maria Novella, Firenze, Italy

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Good, healthy, natural food prepared and con-sumed, in a modular user-friendly environ-

ment, 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 re-frigeration 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.

Epta presents a new project at EuroShop 2017 in partnership

with Electrolux Professional.

“SHOP IN SHOP”COMBINES QUALITY, TRADITION AND INNOVATION

PREPACKAGED FRESH FOOD

Largo Consumo 2/2017

A new style of Product Merchandising

Lactalis: maximizing cheese sales

Packaged fresh foods are experiencing growth across Europe as the latest display solutions improve customer shopping experience.

The 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 experien-cing 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 increa-ses in many areas, such as meat. Whe-re 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 de-mand 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-packa-ged food sales in fruit and veg ranges, highlighting the growing popularity.

French people love cheese: their annual consumption of approximately 24 kg per-capita puts them amongst the top in the world. Overall, the cheese cate-gory, 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 che-ese category shelves according to con-sumer 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 fre-sh products, introduced several years ago by French retailers to reduce en-vironmental impact, have constituted a real design innovation for the com-panies making them. They have also signalled a turning point for suppliers in terms of how the ca-tegory 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-ca-tching signs to help con-sumers find their way through the shelves”.

Packaged fresh food display at Carrefour Market

n Nangis, France

Conad: a flexible display

Alberto Raggi, Group Category Mana-ger, 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 so-lution that can be adapted to meet va-rious 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 phy-sical dimension (number of sections) and a specific number of references. Each product category has also homo-geneous exhibition criteria in each clu-ster for example, horizontal display by typology and subdivided by brand. Obviously, we also keep track of sup-pliers managed by display units”.

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AN ABSOLUTELY INNOVATIVE CONCEPT

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 prepara-tions. Dedicated internal fittings and display accessories present specific products which need to be highlighted.

THE “WOW FACTOR” FOR CONSUMERS

This authentic “dramatization” of the aisle is in-tended to generate a “wow factor”, which shows the consumer all the richness, variety and breadth of the world of cheese.

Cabinets with glass doors become a tool for creating new opportunities to develop the category, pro-posing an easier-to-read display of varied product range, adding value to promotional activities and ultimately encouraging impulse buying.

CLOSED CABINETS STIMULATING IMPULSE BUYING

The response to the expanding packaged fresh food market is represented by striking, and at-

tractive 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 in-troducing considerable innovation in the sector.

The goal is to propose a visual merchandising solu-tion that can give the consumer an engaging shop-ping experience, created by refrigeration units designed to showcase product, stimulate a more emotional approach to the category, and develop sales.

Epta and Lactalis present the “Allée des Fromages” at EuroShop,

a project that will “revolutionize” the display of packaged dairy

EMOTIONAL SHOPPING EXPERIENCE TO STRENGTHEN SALES

FROZEN FOODS

Largo Consumo 2/2017

Focus on visibility and mixing frozen-fresh

Plataforma del Congelado: enhance the shopping experience and profitability

As demand for premium products is growing, visibility and visual merchandising are proving to be key factors when successfully coupled with fresh products.

Frozen products constitute a highly important section for modern re-

tailers. According to Euromonitor International, in Western Europe in 2015, sales reached 42 billion eu-ros, with an average purchase of 86 euro per capita. Germany and the UK were the market leaders, constitu-ting 50% of the sales in this section.

Section trendsThe most significant trends in frozen product are the evolution of demo-graphic factors, such as less time for cooking, resulting in greater demand for convenience products, as well as a need for free from, vegan and vegeta-rian foods. Retailers are moving away from mass production products, in favour of hi-gher 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 visibilityMerchandising promotes visibility – and we’re witnessing a comparison challen-ge between fresh and frozen products. Merchandising solutions that provide visual continuity across fresh and fro-zen ranges are on the rise. De Camillis reflects that “the frozen food section is reflecting trends seen in

fresh foods – less meat and more vege-tables 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 differen-ces however. There has been an incre-ase in the sale of unpackaged frozen products such as frozen breaded fish which has seen a 15-16% increase, wor-th around 50 million euros in Italian su-permarkets, 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 par-tnerships with equipment suppliers.

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 con-tent. 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, accor-ding 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:

enhance the consumers’ experience with the category, the supply chain process and the purchasing experience in the sales point. “Plataforma is wor-king to favor collaborative projectsbetween producers and experience and the preservation and traceability of the cold chain”. A lot is being done in vi-sual merchandising too. “One example is VISAT (Visual Attraction), a pyramid that helps identify the various fami-lies of products by color coding and matching price tags to the products.

Furthermore, we’re introducing detec-tors called ‘Next’, that help point out product innovation on the shelves and to better organize and visualize mer-chandise on vertical displays. Speciali-zed suppliers are also making a strong contribution by developing cutting edge products, which help to increa-se the section’s profitability thanks to enhanced display visibility and energy conservation, as well as by avoiding di-sruptions in the cold chain”.

Alcampo, Alicante, Spain

CentoPiazze, Conad, Alcamo,

Italy

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GRANSESIA AND SKYSHINE SEMI-VERTICAL 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.

The 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 GranS-esia and SkyShine, Epta is “reinventing” displays for this category by focusing on greater visibility,

reduced energy consumption and a richer merchan-dising 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 strengths include maximum visibility, thanks to the full glass doors and a top-of-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.

GRANBERING AND SKYLIGHT’S MANY BENEFITS

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.

ELEGANT LINES AND UNIFORMITY AMONG CUTTING EDGE REFRIGERATION CASES

Epta redesigns the display of Frozen food thanks to GranBering and SkyLight

vertical cabinets and to the new low temperature semi-vertical cabinets.

FOOD DISPLAY, ENERGY SAVING AND MERCHANDISING FOR FROZEN FOOD

CONCEPT STORES

Largo Consumo 2/2017

New expressions of modern retail

Schweitzer: innovating and repositioning with new formats

As a new tool for rejuvenation, experimentation and redefinition, concept stores are a ampling counter for retailers.

Retailers are choosing to re-launch formats suffering from an identity

crisis, creating sales points better ali-gned to target customer profiles and demands, by innovating product cate-gories, starting with fresh products. Concept stores are a proven tool for trialling new ideas and there are nu-merous successful examples across Italy and Europe. Carrefour Gourmet supermarkets are a great example; designed for deman-ding, curious consumers looking for high quality products. Fiorfood by Coop, in the heart of Tu-rin, 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 sto-res’ success, established its first actual sales point in Milan a few months ago.

A high impact mixTali 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 speciali-zed in sales point equipment. Collabo-rations like these can result in functio-nal yet visually pleasing store designs, capable of promoting fresh and frozen products, thanks to a layout that com-bines modularity and personalization.

How is a new retail concept generated?Bernhard Schweitzer, CEO of Schweit-zer 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 as-sortment, we put an interdisciplinary group of professionals at the client’s disposition, who worked on the new format for months with their strate-gic consultants. The client provided us with an analysis of the brand’s mar-ket position and the number of items and services it intended to offer the consumer, and explained to us its vi-sion 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-

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 mo-dern 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 sa-les 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-

med at the target clientele and ali-gned 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° in-novation has to include communica-tion, 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 con-cept that has to be applied to multiple sales points, sometimes concurrently. The relationship with industrial par-tners is fundamental, also to contain costs and ‘industrialize’ the projects”.

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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.

IDEAL MIX BETWEEN MERCHANDISING SOLUTIONS AND STORE’S STYLE

Epta and Schweitzer present an innovative pop-up retail area dedicated to fruit

and vegetables, at EuroShop 2017.

WHEN DESIGNERS’ CREATIVITY MEETS REFRIGERATION

One of the biggest challenges for a large indu-strial group technological innovation, pro-

duction capacity, at the disposition of designers, who are increasingly called on by mass retail com-panies 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.