Cooler/Freezer

Learn how to simplify the shopping experience for customers and optimize omni-fulfillment methods to boost sales and meet shopper needs effectively.

Understanding Shopper Decision Trees in Retail Shelving

Shopper decision trees (SDTs) provide valuable insights into how shoppers browse products and prioritize their choices. By understanding the hierarchy of what is most important to shoppers, we can enhance the shopping experience.

While SDTs serve as a guiding framework for organizing the retail shelf, they are not meant to be followed rigidly. Instead, they should be used to make the shopping experience more intuitive and convenient for the customer. By referencing SDTs, we can ensure that products are arranged in a way that aligns with shopper priorities, facilitating easier and more satisfying shopping journeys.

Wet Dog Food SDT

Decision 1:

Brand

Decision 2:

Container Type or Form

Decision 3:

Single vs. Multipack

Decision 4:

Targeted Nutrition

The Cooler/Freezer segment, though lacking a dedicated decision tree, mirrors wet dog food choices. Shoppers often use fresh options as main meals or nutritional staples, with occasional use as toppers or treats.

Challenges Shoppers Face in Navigating the Aisle and Finding Cooler/Freezer Pet Food

By understanding these challenges, retailers can take steps to simplify the shopping experience, making it easier for customers to find and choose the right products.

Swipe through the carousel to explore challenges shoppers face

Dog Cooler Freezer 3

“

I don’t know much about the cooler/freezer category, so I’m not even sure what to look for or why it may be better than shelf-stable foods.

Shoppers often have limited awareness of the cooler/freezer category and find it challenging to understand the benefits and barriers of using refrigerated and frozen products compared to shelf-stable options.

Dog Cooler Freezer 2

“

There’s only a few items in the cooler/freezer section and the price points are all over the place between brands, so it’s hard to decide what to buy.

There is often a limited variety of products available in the cooler/freezer section and price points vary significantly among brands, making it challenging for shoppers to compare and restricting their choices.

Dog Cooler Freezer 1

“

It’s frustrating that coolers and fridges aren’t available at all retailers, so I can’t always find the products I need.

Coolers and fridges are not widespread across all retailers, leading to inconsistent product availability.

Dog Cooler Freezer 2

“

There’s only a few items in the cooler/freezer section and the price points are all over the place between brands, so it’s hard to decide what to buy.

There is often a limited variety of products available in the cooler/freezer section and price points vary significantly among brands, making it challenging for shoppers to compare and restricting their choices.

Dog Cooler Freezer 1

“

It’s frustrating that coolers and fridges aren’t available at all retailers, so I can’t always find the products I need.

Coolers and fridges are not widespread across all retailers, leading to inconsistent product availability.

Dog Cooler Freezer 1

“

It’s frustrating that coolers and fridges aren’t available at all retailers, so I can’t always find the products I need.

Coolers and fridges are not widespread across all retailers, leading to inconsistent product availability.

Best Practices

for Retail Shelving

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Place refrigerators/freezers in highly visible spots within the aisle, ensuring they do not break up brand blocks but are still easily accessible and noticeable to shoppers.

Place coolers in visible spots, like end caps or aisles next to wet dog food.

Place coolers on back walls or in hard-to-see areas.

Consider utilizing 2 coolers instead of 1 in larger format stores. Studies show that 8 feet of cooler space is more beneficial to total pet category sales than 4 feet of cooler space.

Use at least 4 feet of cooler space to improve accessibility.

Use less than 4 feet of cooler space.

Ensure that brands are easy to distinguish to help shoppers make quick and confident choices.

Vertically block brands to prevent multiple cooler doors from being opened simultaneously.

Horizontally block brands across cooler doors.

Make sure protein types and ingredients are easily understood and visible to assist shoppers in making informed decisions.

Position new items and unique protein options at eye level or lower.

Put new items on the top shelf.

Utilize in-store signage or packaging to familiarize shoppers with this new and growing category. Highlight the benefits of feeding refrigerated/frozen food, along with feeding and storage guidelines.

Use educational signage to highlight usage and benefits.

Skimp on signage that educates or draws attention to refrigerated/frozen items.

Optimizing Fulfillment Methods for Cooler/Freezer

By addressing these opportunities and challenges, an online best-in-class retail shelving education platform can guide retailers on how to optimize their omni-fulfillment methods, ensuring a seamless and convenient shopping experience for customers.

Cooler Freezer Fulfillment – 1

Cooler/Freezer Fulfillment - Online Ordering

Fresh and frozen pet food is most often fulfilled through direct ordering, offering convenience for shoppers. Shipping these products to stores adds cost and complexity—consider a Direct-to-Consumer (D2C) model to streamline delivery.

Cooler Freezer Fulfillment – 2

Cooler/Freezer Fulfillment - Promote Subscriptions

Make repeat purchases simple with flexible subscription options.

Cooler Freezer Fulfillment – 3

Cooler/Freezer Fulfillment - Fresh Delivery Options

Emerging omni-fulfillment methods—like Uber Eats or ghost kitchens—can offer fresh delivery of refrigerated pet food, letting pets enjoy mealtime just like their owners.

Cooler Freezer Fulfillment – 4

Many shoppers still prefer buying in-store. Ensure refrigerated and frozen pet food is easy to find by placing coolers in visible, accessible locations within the pet aisle.

Cooler Freezer Fulfillment – 2

Make repeat purchases simple with flexible subscription options.

Cooler Freezer Fulfillment – 3

Emerging omni-fulfillment methods—like Uber Eats or ghost kitchens—can offer fresh delivery of refrigerated pet food, letting pets enjoy mealtime just like their owners.

Cooler Freezer Fulfillment – 4

Many shoppers still prefer buying in-store. Ensure refrigerated and frozen pet food is easy to find by placing coolers in visible, accessible locations within the pet aisle.

Cooler Freezer Fulfillment – 3

Emerging omni-fulfillment methods—like Uber Eats or ghost kitchens—can offer fresh delivery of refrigerated pet food, letting pets enjoy mealtime just like their owners.

Cooler Freezer Fulfillment – 4

Many shoppers still prefer buying in-store. Ensure refrigerated and frozen pet food is easy to find by placing coolers in visible, accessible locations within the pet aisle.

Cooler Freezer Fulfillment – 4

Many shoppers still prefer buying in-store. Ensure refrigerated and frozen pet food is easy to find by placing coolers in visible, accessible locations within the pet aisle.

Utilizing the PLUS Framework for the Cooler/Freezer Segment

By leveraging these areas of the PLUS framework, retailers can effectively enhance their cat litter segment, attracting new customers, broadening product appeal, encouraging premium purchases, and increasing overall consumption.

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Welcome:

Target New
Households

Welcome: Target New Households with Education

Capture Gen Z and Millennial shoppers by educating them on the benefits of refrigerated/frozen pet food.

A 10% conversion of Wet Dog Food buyers to Cooler/Freezer products could generate an additional $388M in sales annually!

Broaden:

Expand the Definitions of Traditional Segments

Broaden: Highlight Convenient Ways of Shopping

Leverage emerging omni-fulfillment methods like fresh delivery services to expand the reach of Cooler/Freezer pet food.

A 1% increase in household conversion could drive an additional $20 million in sales!

Upgrade:

Educate Trade Consumers to Higher Price Tiers

Upgrade: Encourage Premiumization with Placement

Promote Cooler/Freezer pet food to dry and wet food buyers to boost their spending and increase store visits.

Converting 10% of wet dog food buyers to upgrade half their wet trips to refrigerated/frozen could generate $45M in sales!

Expand:

Strategies & Tactics to Increase Consumption of Current Consumers

Expand: Grow Sales with Increased Trips and Cross Purchase

Encourage dry and wet food buyers to add cooler/freezer pet food for variety while they are already in store.

Promote the use of fresh food as a topper for dry food to increase usage.

Increasing trips for half of current refrigerated/frozen buyers by one occasion could generate $50 million!