Adande Refrigeration has carried out research which it claims indicates that glass doors on refrigerated display cases compromise customers’ shopping experiences.
The Lowestoft company commissioned the research research to assess shopping preferences vis-à-vis glass doors on refrigerated display cases in the wake of the development of its ‘Air-Cell’ technology, a patented air flow management system that negates the need for glass doors.
The survey found that 88% of customers thought the clear display of merchandise in refrigerated display cabinets was “very important”, whilst a further 11% of those questioned thought it “important”.
Unsolicited comments were received, regarding condensation on glass doors, obscuring the visibility of merchandise.
50% of those questioned stated that they would prefer to shop from cabinets without glass doors, with only 12% stating that they would prefer to shop from glass door cabinets.
29% of those questioned regarded glass doors as a barrier to shopping and 30% of respondents answered that they would be less likely to shop from a refrigerated cabinet with glass doors, while 62% didn’t know.
Nigel Bell, chairman of Adande, said: “We believe that this is the first UK market survey into this subject and the results clearly demonstrate that shoppers have reservations about glass doors on refrigerated display cases.”
Adande notes that the Carbon Reduction Commitment Energy Saving Scheme has mandatory monitoring and pricing implications for operators using more than 6,000 MWh of electricity per year.
Refrigeration may account for up to 50% of a supermarket’s energy usage and represents an area in which significant savings may be made. As a result, retailers have been trialling glass doors as an energy saving initiative.
Adande’s survey was carried out among customers visiting the stores of three leading supermarket retailers in the Cheltenham and Gloucester area over a one week period last month.