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In a micro market, providing quick and easy purchase options for customers in a hurry is essential.
Smaller retail spaces must stock a wide range of products in a dense layout to cater to the needs of busier customers who don’t have time or patience to walk around an entire grocery store. Despite this, micro markets can still struggle to encourage impulse purchases. Typically, customers know exactly what they want to buy before they enter a micro market and then purchase that and nothing more. For a customer to make an impulse purchase, a product needs to catch their eye or pique their interest in some way. For those in the convenience store and micro market space, the implementation of grab-and-go fridges can have a large impact on the amount of impulse purchases that customers make.
A grab-and-go fridge is a type of commercial refrigerator that is designed and positioned in a way to encourage impulse purchases. Within retail spaces, they are often located near the entrance or checkout area and are stocked with snacks and drinks that are easily consumed by mobile customers. Strategically positioning grab-and-go fridges in high-traffic areas increases the likelihood of customers buying on a whim.
This article provides some tips for implementing grab-and-go fridges within a small space to boost impulse purchases.
1. Stock the right products for your customers.
No matter how well-presented, well-positioned and well-promoted, if your grab-and-go fridges don’t contain the products your customer base wants, they won’t perform at the highest level. That’s why the first step in implementing a successful grab-and-go fridge is to stock it with the right products. Variety is the name of the game, so be sure to appeal to as many customers as possible and ensure the fridge only contains products that can easily be grabbed and taken to the checkout. These could be light snacks like chips, nuts and candy, or even small, prepared meals like sandwiches and salads. Impulse purchases are based on the customer seeing something they can’t resist in the moment, so unique or limited-edition products can also be good choices for stocking grab-and-go fridges.
2. Capture your customer’s attention.
Now that you decided on product selection, it’s time to make that selection as attractive as possible in the eyes of customers. Micro markets are dense retail spaces, with many products competing for attention. Your grab-and-go fridges should be adorned with brightly lit and colored signage or banners and include crisp, even LED lighting inside the fridge to maximize product visibility. Placing products at eye level makes customers more likely to notice them, and this concept applies to grab-and-go fridges as well. Experiment with placing graphics inside the fridge that promote discounts or specific products.
3. Never let the fridge be empty.
All the effort to get customers to notice your grab-and-go fridge is wasted if the product they’re looking for isn’t available. A half-empty or poorly stocked fridge is also much less visually appealing, and customers are less likely to make a purchase if they see only a few products available. Ensure the fridge is restocked regularly, and consider rotating products to ensure your selection of offerings is always fresh for customers.
4. Experiment with promotions and discounts.
Sometimes, customers just need a little push to make that impulse purchase from your grab-and-go fridge. This push could be as simple as a seasonal discount, or a buy one, get one free promotion that encourages customers to consider an extra purchase during their visit. Promotions could be related to ongoing holidays or events, such as back-to-school offers, or summer discounts on specific products.
5. Focus on providing conveniently packaged items.
Grab-and-go fridges should contain products that are easily consumed by customers on the go. Your target demographic is people who are on the move, who decide to grab a little extra something as they peruse your micro market. These customers will be more likely to make an impulse purchase if the products in your grab-and-go fridge are conveniently packaged. Products that are resealable or designed for on-the-go consumption are best. This also offers customers a better experience overall, encouraging them to visit again.
6. Track sales data and make informed decisions.
Don’t make decisions blindly; track customer trends and sales data to understand how well your grab-and-go fridge is performing. Monitor which products are selling well, and which products are not. Utilize this data to adjust the products you offer, or the promotions you’re running, or the positioning of the fridge itself. You could discover seasonal trends to advantage of in the future or identify peak sales times during the day or week that may require additional staff to keep your fridge fully stocked.
Beyond numerical data, it’s important to get direct feedback from customers. You could survey customers to get a better understanding of what products they’re most interested in and what promotions they want to see most. This feedback allows you to make informed decisions about which products should be stocked in your grab-and-go fridge and how you can most effectively market those products.
Conclusion
Grab-and-go fridges are an effective way to encourage impulse purchases in a micro market. Choosing the right products, presenting them well, keeping the fridge stocked, running promotions, choosing convenient products, and analyzing sales data will all contribute to a successful grab-and-go fridge that drives sales and offers customers a more satisfying shopping experience.
ABOUT THE AUTHOR
Randy Skyba is the vice president of sales and marketing for Due North. Due North creates refrigerated, retail merchandising solutions that maximize its customers’ success.
