Recent German supermarket trial proves: Iconic semi-vertical freezer causes significant increase in turnover. Sixty two percent of shoppers polled in a formal study preferred Iconic over traditional freezers in the store.

Viessmann’s futuristic semi-vertical freezer, Iconic, has increased sales of frozen goods by 8 per cent in the first month following its introduction at the Edeka Schlemmer Markt Struve supermarket in Hamburg, Germany. The closely monitored trial in November and December 2015 saw the ice-cream and frozen pastry products selected for display in the Iconic soar in popularity, with customer surveys backing up its appeal.

Iconic is a totally new frozen cabinet concept characterised by its gondola shape, customer-friendly height of 1.50 metres and inclined doors. These features combine to offer a modern, eye-catching, semi-vertical freezer that boasts excellent product visibility and optimal presentation of frozen food products at the point of sale, while maximizing capacity. Ergonomically, Iconic is a godsend for shoppers who no longer need to bend down into a freezer island, instead accessing their pizzas and chips etc. easily, from an upright position. Iconic is at the forefront of Viessmann’s strategic efforts to create on-trend shopping experiences that tap into customer emotionality.

The rapid sales growth in the frozen food area exceeded expectations. “The new Iconic has strong potential. We sold five times more mini soft pretzel variations than before in the first two months alone after the modernisation,’ explains Sergej Slyznak, assistant shop manager at Edeka Schlemmer Markt Struve. “All in all, the new Iconic freezer has led to two to three digit increases in monthly sales for all four of the products that were selected for the study.

“We had plenty of positive feedback on Iconic from colleagues and customers right from the start. Iconic creates more space, order and overview and attracts customers with its modern, gondola-style design,” says Slyznak.

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