Field study shows that use of screen scales can double sales

Edeka Neukauf Culinara Maier and Bizerba report the results of a joint pilot project

The advertising on consumer screens can lead to a doubling of sales. This is the result, a field study that the Edeka Neukauf Culinara-Maier and Food specialist Bizerba conducted jointly.

An assortment of 66 spice products from a reputable supplier represented the starting point. The aim of the field study was to exert what influence price promotions on a monthly basis, advertising on consumer screens of screen scales and a direct approach to the customer of recipe suggestions on the sales figures. In the first week of the pilot project Culinara Maier sold a total 204 packs, the first price action increased sales to 543 units 700 the second and third on average. 

After the third price campaign, Culinara Maier began to advertise 14 products from the spice range at the counters in the fresh produce area via the consumer screens on the scales. While the sales staff were weighing the lean roast pork, for example, the consumers saw not only the price and weight, but also the right spices on the customer's display. In addition, the sales staff had recipe suggestions available that they could suggest to the customer and also print out.

These campaigns increased the sales of the 14 advertised products from 264, in calendar week 24, to 430 in calendar week 25. For the entire range, there was an increase from 676 to 1.082 units sold this week - even though the products were already back to normal price were sold.

For the entire observation period of 21 weeks, the pilot project yielded the following result: From a range of 66 products, 12 products were advertised in the meat area and two products in the fish area via the weighing screens. In the 21 weeks, Culinara-Maier sold 2.775 of these 14 actively advertised products. For the almost four times larger control group of 52 non-actively advertised products in the control group, sales were only 4.084 units. “This relationship shows us the clear success of the pilot project. Advertising on the screens in combination with the recipe printouts also increased the so-called take-away effect, ”explains Culinara-Maier owner Detlev Maier.

Claudia Gross, Director Global Marketing & Communication at Bizerba, is also happy about this success and adds: “Advertising via customer screens and suggesting recipes are active communication options. It shows that it can lead to an increase in sales and at the same time to a more personal approach to the customer ”. This is the only way to efficiently market a wider range of products. This in turn leads to higher customer satisfaction and promotes the unique image of the provider, whose competence the customers consequently recognize consistently and stably.

50 employees work for the company Culinara-Maier in Rottweil. A total of 11 Bizerba CE II 800 2S screen trolleys are used in the fresh food area. 

About Bizerba

Bizerba is a globally operating, market-leading solution provider for professional system solutions for weighing, labeling, information and food service technology in the retail, food industry, manufacturing and logistics sectors. Industry-specific hardware and software, powerful network-compatible management systems as well as a wide range of labels, consumables and business services ensure the transparent control of integrated business processes and the high availability of the Bizerba-specific performance features.

Bizerba is present in over 120 countries worldwide - with 41 holdings in 23 countries and 54 national representations. The company's headquarters, which employs around 3.000 people, is in Balingen; further production sites are located in Meßkirch, Bochum, Vienna (Austria), Pfäffikon (Switzerland), Milan (Italy), Shanghai (China), Forest Hill (USA) and San Luis Potosi (Mexico).

Source: Balingen [Bizerba]