When I first started in the industry in January 2000, one of the first pieces of advice I received from my wholesaler rep was to “lose the doors on the chiller”.  He promised me that the open deck would increase sales by thirty per cent as the customers didn’t like a “barrier”.  A few weeks later a brand new, doorless chiller duly arrived to prove its magic.  I cannot recall noticing the sales growth but I can remember being cold when I stood next to it!

All retailers like to think of themselves as “responsible”.  We meticulously complete due dilligence records for the shop.  We regularly train and re train our staff regarding age related sales.  We pride ourselves on supporting our communities as well as local suppliers.  Our customer perception is so key to all we do, we partake in Mystery Shopper schemes to make sure they get the best shopping experience.

With all of this in mind, why do we then use endless amounts of precious energy to blast chill our customers the minute they enter our shops?  Two totally contradictory actions that immediately negate key messages that we try to give.  Since the importance of fresh and chilled products has escalated throughout the C Store industry, we in turn have transformed our shops into walk-in fridges.  The shops walls that were once adorned with shelves full of ambient grocery, news and mags and confectionery now have large cabinets billowing out yet more artificially chilled air into the store.  We then use even more energy to artificially heat the air to try and make the shoppers experience somewhat bearable.  The reason for this, we remind ourselves, is to remove the “barrier” of a door to increase impulse sales.  Just how impulsive is someone going to be when they are chilled to the bone?

I have therefore taken the decision to put doors back on chillers at my newly refitted forecourt store at Ely and I would like to share the findings.  Customer feedback is remarkable.  Many do not even realise thet have just opened a door to get to the product.  The store is warmer and therefore so are my customers and staff.  With the doors, we are now able to light the shelves vertically as well as horizontally and thus display the product fantastically.  Customers can see the items better and many have commented that they think it is far more hygenic to have products protected in such a way.  The cabinets are silver and the door frames are very thin.As such the store has a somewhat futuristic feel about it and assists the over all shop ambience of modern, indeed, cutting edge.

Of course, the cabinet cost is higher by having doors fitted but that is, in my view, an up front investment easily counteracted by the distinct lack of condensors needed to run the chillers.  My outside wall no longer looks like it will topple  under the weight of condensors as we now have just one Daikins Conveniepack doing the same job.  The entire operation now sounds efficient as well as looks it!

I am trying to find a negative impact with the doors but I really am struggling.  My sales are up, my costs are down and the store looks and feels better for it.  We have managed to get the message across to the customers that “this door is saving the equivalent of 170,000 kettles being boiled” so environmentally we now look to be doing our bit.  The Government have even helped with the Enhanced Capital Allowance scheme and the Carbon Trust loans.  Even shoplifters are deterred as the “clunk” of the door closing alerts staff to movement.

My advice to my colleagues is simple.  The “Barrier” is a myth.  Don’t waste unecessary energy and in the words of the late Larry Grayson “shut that door!”