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Transparent glass door maker Schott breaks through 1,00,000-unit mark
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Saturday, 04 August, 2018, 08 : 00 AM [IST]
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Nuremberg
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Schott has successfully delivered over 1,00,000 transparent glass door systems to customers since the market launch in 2015. For a long time, food retailers like Lidl, Dia and Auchan have been benefiting from an unobstructed view of their product range – without cumbersome door frames and vertical profiles.
The transparent Termofrost doors are not only found in German supermarkets, but in France, Spain, England, Poland, Brazil and Japan too.
“One key aspect for the success of the doors was the use of transparent spacers for the insulation glass. The previously common vertical frame profiles and vertical pillars are no longer needed,” stated Christian Köhler, vice-president, food display, Schott.
Display windows on a shop front and glass doors in chiller cabinets have one thing in common: both have to enable customers to see the products presented behind them, whilst showing them in the best possible light. Therefore, the current trend of creating more transparency in shop designs is no surprise.
In general, the shop design must help promote sales, guide the customers through the shop, present the products and provide incentives to purchase.
Donald R Lichtenstein, professor for marketing, University of Colorado, also confirmed that the first and most important step when creating incentives to purchase in groceries is making the customers see the goods.
“The transparent, frameless glass door systems from Schott proved to be really useful here. They allow a clear view of the products, and thereby, simplify the orientation and decision at the point of sale (POS) for the customer,” stated Köhler.
“This new transparency in the chiller section is a key aspect when retailers are choosing how to close open chiller sections,” he added.
As swing or sliding doors, the Termofrost chiller door models require no visible frame on the long sides. Due to transparent spacers in the isolating glass, the frame structure is hardly noticeable, enabling an unobstructed view of the goods on the shelf.
“Thanks to the larger visible surface, the food sector has greater flexibility in the positioning of goods in the chillers. The customer is better able to orientate themselves and find what they’re looking for more quickly,” Köhler continued.
The transparent glass door systems from Schott Termofrost are available as swing doors in the T.AGD 3 and Smart Look series, as well as sliding doors in the T.SDS 2 series, for chiller equipment and cold rooms that can be tailored to the customer's requirements.
“A hundred thousand doors – we are really proud of this. It also shows that the food retailers see and appreciate the advantages. Without our strong team from development, production and customer support, it would never have been possible to produce in the six-digit figures in such a short time – a real milestone,” Köhler said.
Auchan was also impressed. “By closing open chiller equipment, we aim to reduce our energy consumption sustainably. The option of retrofitting with transparent doors enabled us to speed up the process. We have been implementing the project now for three years. This is why working with a reliable partner with sustainable product quality was extremely important to us," explained Vincent Vandermeirssche, technical director, Auchan Retail France.
The wide variety of transparent doors from Schott will be on display at Chillventa, which will take place in Nuremberg between October 16 and 18, 2018.
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