Superfridge promotions encourage substantial impulse purchasing - increasing retailers' total category volume, and store profitability.
Because of Superfridge's prominence in high traffic locations, the program attracts many customers who ordinarily do not purchase the advertised brands - prompting shoppers who hadn't intended to consider the convenience of frozen category products to do so - while they are in a position to buy.
This is consistently reflected in manufacturer conducted studies (ACNielsen, IRI, RTS) which show that not only does the Superfridge featured brand experience substantial growth, but so do retailers' total categories. The net effect is an increase in same store sales that equates to an average net profit increase of $2,000 - $3,000 per store/per year.
Many retailers have noted that sales of products which are complementary to the Superfridge advertised brand are also accelerated during Superfridge events: syrup with waffles, toppings with frozen pies, ketchup with French fries, bagels with cream cheese. This helps accomplish an important goal - getting shoppers to shop more of the store as they move from the Superfridge unit with Eggo in the cart and look for syrup to add to the purchase... adding additional profitability for retail participants.
Build Shelf Sales
The Superfridge program is fundamentally advertising-based, and does not steal shelf sales to account for the sales from the display unit. The intrusive nature of a brand's Superfridge advertising achieves the immediate response of shoppers purchasing SKUs featured in the Superfridge unit, and because the brand's imagery remains top-of-mind, shoppers will also purchase items from the brand's normal shelf location. The "Advertising Halo Effect" to the brand's shelf SKUs is documented in sales data - shelf based SKUs will, on average, account for over 20% of the brand's incremental unit sales volume during the Superfridge event.
