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06 Mar 2008
Increased sales from branded freezers
Supplier: Total Refrigeration Limited
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Research commissioned by Total Refrigeration revealed that ice cream sales can be significantly higher when the products are displayed in branded - as opposed to non-branded - in-store freezers.
Over an eight-week period in late summer 2007, the company looked at sales of hand-held ice cream singles and Wall's singles from its Vista, Maxivision and Maxivision Slimline freezers across 30 test group stores and 30 control stores from its bank of Tesco Express, Co-Op and forecourt customers.
Half of the freezers were Wall's branded while the rest were unbranded, with the subsequent results being measured in terms of both unit and value sales.
Total Refrigeration marketing manager, Stuart Grimshaw, said: "By matching near identical samples, all market conditions were applied consistently across the two groups, meaning that any notable differences were due to the nature of the sampling."
With Wall's hand-held singles, total unit sales in Co-Op stores rose by some 45.5 per cent from Wall's branded freezers with value sales rising by 49.3 per cent. Similarly, in Tesco Express stores unit sales increased by 27.1 per cent, with value sales rising by 23.8 per cent, while in Forecourts unit sales increased by 26.4 per cent and value sales by 28 per cent.
Unsurprisingly, says the company, results on hand-held singles were similar, with total unit sales in Co-Op stores increasing by 46 per cent and value sales rising by 50 per cent. In Tesco Express stores, unit sales went up by 20.7 per cent, while hand-held sales increased by 21.1 per cent. In Forecourts, unit sales rose by 20.9 per cent with value sales going up by 20.6 per cent.
Looking at the results in real terms, Grimshaw commented: "While we appreciate that there are fundamental differences in the trading characteristics of outlets such as Tesco Direct and Co-Op and small or independent traders, the trend will still be very much the same.
"We had always believed that branded ice cream freezers had a positive influence on both unit and value sales so we were expecting positive results. However, the final figures were even more marked that we had imagined.
"It leads us to conclude that should we have a warm summer this year, anyone with branded freezers will stand a good chance of maximising both their unit and value sales to a significant degree."
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