How to increase your retail profits with a multideck display fridge

Eye Level is Buy Level – Let your multideck do the heavy lifting  

Most customers spend less than 8 seconds looking at a shelf before moving on with their shopping. That's a short time to grab their attention; shorter than many video reels. That means both visibility and clarity are crucial when you create your product displays. 

Many multideck display fridges don’t have doors and tend to be open-fronted. That means there’s absolutely nothing in-between the customer and the product they’re interested in; it encourages flow and interaction. 

Many high quality modern multidecks come with LED lighting, providing an energy-efficient way to showcase your products effectively. Shelves aren’t too high or too low, and that's because outside of the immediate eye range these shelves really drop off in effectiveness when it comes to sales. 

So, place products in your multideck display fridges directly in the customer’s eyeline, without barriers, and with lighting that highlights the full range of products. Done right, this immediately leads to quick consumer decisions, increasing impulse buys and even a higher average spend. 

Bear in mind, it's crucial to use multidecks for the right kind of products. The most effective use of these open-fronted units is so-called ‘grab-and-go’ products, such as sandwiches, soft drinks, snacks, meal deals and dairy products. Make sure you follow best practice for layout, such as grouping complementary products, such as dips near lunchtime vegetables, soft drinks next to sandwiches.  

This difference adds up more than you think. 

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Cold Zones, Hot Margins 

A multideck might appear to be like a simple fridge at first glance, however, as you are most likely aware, it has a carefully balanced airflow system inside. Because of the open-front design, different areas sit naturally at slightly different temperatures, colder at the bottom as well as towards the back, warmer near the top and front. 

Placing food and drink in the right section means it will maintain the right temperature for longer. Dairy products typically need to be stored between 2°C and 5 °C, whereas pop and soft drinks are less sensitive to those minor temperature fluctuations. Therefore, if you’re using a multideck for dairy and fizzy drinks, you should place the dairy in the lower section and the bottled drinks higher up. 

A carefully-stocked multideck also supports efficiency. When products are clearly visible, your employees can spot expiry dates quicker as they approach, allowing them to rotate products effectively as neccessary. It should be noted that this doesn’t replace best practice for stock rotation, such as FIFO, but it can absolutely your employees’ jobs that little bit easier. 

Design Your Multideck Fridge Like A Menu 

Tap into your customer’s imagination

Your multideck display fridge is just that, a ‘display’ fridge. Just like a food and drinks menu, it has a crucial job to do in your business’s workflow. It isn’t just there to keep everything chilled. That’s what the big storage units in the back are for.  

Keeping your products cold is of course still an essential aspect, but the multideck’s primary objective is to tempt your customers to buy more each time they come in. 

For this reason, stock all your high-margin, high-profit items at eye level. In the commercial fridge world, eye-level is prime real estate. So you’ll want to fill the lower shelves with bulk buys and multipacks, with lightweight snacks and drinks higher up. Many modern units come with adjustable shelves and shelving heights, making it reasonably simple to make your fridge look well-stocked without bursting at the seams. 

Start with your most important items and work from there. In addition, don’t be afraid to switch things up occasionally, but not too much. Customers value consistency because it helps them find the products they’re looking for, it’s important not to alienate them, but also consider the power of your multideck fridge. It’s about impulse purchases. Try subtle changes to keep the layout interesting, such as offering cold soups in summer or Halloween-themed items in October. Nothing too changeable, this way you keep your regularly customers engaged, continuing to buy their staple favourite whilst expanding their imagination. 

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Well-placed, well-lit, and well-stocked multidecks drives more self-service sales, lowers staff involvement, and increases spend per visit. The return on investment (ROI) takes place faster than most expect. It means your customers make more desirable choices on their own. You serve more people in less time. It’s a win/win all round. 

These days, everyone’s chasing margins. But not everyone sees the fridge as a profit centre. At TEFCOLD UK, we’ve worked with restaurants, takeaways, cafés and retailers who’ve turned underperforming spaces into high-yield displays just by rethinking how they chill and present their products. If you currently perceive of your display fridges as more like storage units, you’re leaving money on the table. Let’s change that.  

Explore our range of commercial multideck display fridges and see how our industry-leading models can do far more than keep things cold. For any questions, please don’t hesitate to get in touch with our friendly team, and we’ll do everything we can to help. 

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