The whole purpose and design of an air curtain merchandiser is to drive up sales as quickly as possible. However, it would be a mistake to assume that using an air curtain refrigerator automatically boosts sales.
An air-curtain refrigerator is most effective at boosting sales if the products are strategically placed and organized not only to attract the attention of customers, but also to make them as convenient and accessible as possible.
In other words, you need to know where to put which product, and how to put it. So, how should you organize your air curtain refrigerator?
1. Use The Tiered Placement Principle
The tiered placement principle is a method of arranging products in visible, layered levels (one above the other) so customers can easily see and reach items.
In practice, it means placing the items in rows that step upwards and/or backward, much like the seat arrangement style that is typical in stadiums.
Tiered placement works in air curtain merchandisers because:
- It ensures every product, even those in the back, is easy to see.
- It makes it easier for customers to grab items without moving others.
- It creates a neat, appealing display that highlights variety.
- By making products more noticeable, it encourages impulse buys.
i. Position best-selling products at eye-level height
In sales, it is generally believed that “eye level is buy level.” Products placed at eye level attract the attention of customers first, and therefore usually sell out faster.
Follow these steps to position your best-selling products at eye level.
- Identify top sellers: Check your sales data to know which items drive the most revenue.
- Eye-level zone: Place them at the average adult eye line( usually between about 48-60 inches from the floor).
- Centre placement: Put high-demand products in the middle section, where a shopper would naturally look first.
- Use tiered placement: Elevate the rows behind so all units are equally visible.
- Surround with complementary items: Place related products nearby (e.g., bottled water near soda) to boost cross-sales.
- Restock consistently: Keep the eye-level area full; gaps reduce visibility and sales.
ii. Place high-margin products in the prime zone
Another effective strategy to boost sales with an air-curtain refrigerator is by placing high-margin products in the prime zone. This means reserving the prime shelf space (eye level, center position) to items with the highest profit margins.
- Define the prime zone. The prime zone differs depending on the open-air refrigerator size, but it is usually about waist-to-eye level (48–60 inches from the floor).
- Put high-margin items (premium juices, specialty yogurts, craft drinks) here,
- Support with best-sellers nearby by putting your high-volume, lower-margin products (e.g., bottled water, soda) just above or below the high-margin items.
- Use tiered placement and facings: Angle products slightly or use tiered shelving inserts so all rows are visible.
- Heavier, bulkier items (like milk gallons) usually go on the bottom shelves where airflow is strongest.
- Smaller, grab-and-go, high-margin items like energy shots or specialty snacks can sit at the top or outer edges where the eye wanders last.
Placing high-margin products in the prime zone works because shoppers tend to buy what they see first, so this zone increases the chances that high-margin products move faster.
2. Use Lighting and Visualisation
LED lighting is another relatively low-cost way to subtly influence buying behavior and boost sales with an open-air refrigerator. Here’s why LED lighting works:
- It highlights your products and makes them easier to catch the eye of the shoppers.
- Strategic LED lighting creates a more modern, attractive store environment, which tempts customers to come in, stay longer, and buy more stuff.
How to Use Lighting and Visualization
Here’s a focused guide for strategically using LED lights in air curtain refrigerators to maximize product appeal and sales:
i. Eye-Level Advantage
- Place LED strips along the middle shelves, where most customers naturally look first.
- Put your best-selling items or seasonal products here for maximum visibility.
ii. Prime Zone Highlighting
- Brighten the “prime zone” where customers’ attention is strongest.
- Use slightly stronger or warmer LEDs here for high-margin or promotional products to draw the eye.
iii. Top-to-Bottom Even Lighting
Avoid shadows by using vertical LED strips along the refrigerator sides.
This eliminates blind spots, ensures every product is visible, and drives sales.
iv. Color Enhancement
- Choose cool white or daylight LEDs for fresh produce, meats, and seafood to make colors pop.
- For baked goods or beverages, consider warm LEDs.
v. Accent Lighting for Promotions
- Use spot LEDs or brighter strips for featured or limited-time offers.
- This creates a subtle “look here first” effect without overwhelming the whole display.
If you can strategically place LED lights in a way that makes your products look more appealing, they will appear to be of better quality in the eyes of the buyer.
3. Set Up High-Traffic Display Zones
The high traffic zones (HTZs) are the areas of the commercial refrigerator where shoppers are most likely to pass or reach first. Because of the patterns of foot traffic, the products placed here get maximum exposure.
How to Set Up an HTDZ
- Identify the high traffic zones. It could be the middle shelf, the left or right side, depending on the position of your refrigerator.
- Combine with LED Lighting. Add brighter LED strips or spotlights in these zones to amplify visibility.
- Put impulse buy-friendly items. Your HTDZ should contain items that shoppers are more likely to buy on impulse. Consider small packaged snacks, beverages, or new product launches.
Usually, these are the areas near the entrance, at the end of the aisle, or on central shelves.
4. Ensure Frequent Replenishment and Maintenance
i. Restock/ Rearrange Daily
Unlike commercial reach-in refrigerators, which are used in the back kitchen, air-curtain refrigerators are visible to the public. As such, presentation matters.
Always make sure the fridge is not only properly stocked, but also neat and presentable.
ii. Ensure Temperature Stability
Stable internal refrigerator temperature
Final Thoughts on Why Display Matters
Displaying products in an air curtain refrigerator is about more than keeping items cold; it’s about creating an attractive, convenient shopping experience that drives sales.
By placing high-demand items at eye level, using clear labeling, and maintaining a clean, well-lit display, you can capture customer attention and encourage impulse purchases.
When used strategically, your air curtain refrigerator becomes more than just storage; it becomes a powerful sales tool.
Explore Wilprep’s collection of top-quality open-air merchandisers for top-quality options with the best display qualities, and you might also be interested in our guide on open-air refrigerator electricity consumption.
