What bakery shoppers see, smell and hear affects what they decide to buy. Industry statistics show that 60% of food quality perception is based on the store environment.
But in today’s ever-changing retail world, which is facing stiff competition from the continuous surge of online shopping, it is more imperative than ever to put your best image forward to create a memorable experience for customers inside your retail stores.
One useful strategy that gets overlooked involves swapping out select items in your display cases throughout the day. Adjusting your product presentation to the occasion (breakfast, lunch, snacking, dinner, late-night treats) can do wonders for triggering higher impulse sales, a critical key to success in fresh bakery.
Be sure to invest in the top display cases your operation can afford. Skimping on costs here can damage your image and convince certain shoppers that your products are not worth the price.
“It’s all about freshness. Keeping the products fresh with the right technology and making sure they look fresh with the right lighting,” says Luc Imberechts, owner of Bakon USA Food Equipment. “An OCF display is beautifully built with high quality materials but, in fact, puts the focus on the products inside
Engineered with patented lighting and food preservation technology, OCF displays provide operators with a reliable solution for quality and visually appealing presentation. The measured impact of effective food presentations is a 25% and higher increase in impulse sales, according to Bakon USA Food Equipment.
European-made OCF refrigerated display cases for pastry and chocolate products are now available in North America exclusively through Bakon USA.
“The gentle cold technology OCF uses for their displays ensures the freshness of the products,” Imberechts says. “The products will not dry out, so less products have to be discarded. The fresh products will guarantee returning customers.”
In addition, having the right lighting matters.
“OCF patented lights improve the colors of your products by adding colors to their lights. It makes products more visible. The more products stand out, the more you sell.”
Other advantages of OCF refrigerated displays:
- Enhanced, unobstructed presentation and protected visibility of food products.
- Invisible bonding of the glass for complete focus on your products.
- OCF exclusive warm air stream prevents condensation.
- Sales enticing patented LED lighting that does not heat up the products and has a special tint that allows products to pop up.
- Prolonged product freshness with preserved aesthetics and taste. There is no dehydration achieved with superior low-speed airflow using micro ventilation technology
Also, be aware that for high-ticket items like special occasion cakes, some customers may be browsing at your stores to turn around and buy online.
This practice, according to Nielsen, is called “showrooming,” and is no longer confined to realms like the auto and fashion industries. Showrooming describes consumers’ interaction with a physical store to examine products before they buy them online. This phenomenon will be key to retailer sustainability.
Nearly 75% of food shoppers have used a physical store to “showroom” before purchasing online, according to Nielsen.
The store is still pivotal to the shopper experience, and there’s opportunity to convert showroomers or drive online purchases through one’s own online retail platforms. As the number of shopping trips declines, the cost of missed conversion opportunities rises. Becoming well-versed in digital shopping fundamentals and optimizing price and promotional factors can unlock the hidden potential in a matrixed retail landscape, according to Nielsen.
Time-tested display ideas
For traditional store shoppers, there are a wide range of strategies you can employ in your store to maximize impulse sales.
According to Structural Concepts Corporation, the following are helpful store design tips:
- A black interior makes your case disappear and your fresh, colorful products pop.
- Create a colorful border around your fresh products using larger platters.
- Tiered glass shelving allows maximum visibility on every level.
- Adjust shelves to accommodate a variety of merchandise and to add visual interest.
Winner of a 2018 Kitchen Innovations Award from the National Restaurant Association, Reveal from Structural Concepts is a versatile food display case that blends in with its surroundings. It’s simple and minimal in appearance so you see the food, not the display. The European-influenced design features frameless insulated glass complemented by superior refrigeration performance, clean lines and simple shelving.
Advanced engineering in glass technology is evident in Reveal’s frameless glass display. The UV-bonded double pane glass design ensures safe food temperatures and a condensation-free display. With Reveal models, displays can be built into counters, walls, or other millwork pieces to blend with and complement the interior design. They can also be used as freestanding displays to accent any décor. This flexibility offers limitless possibilities for customization.