Fish counters: eight examples of brilliant merchandising from around Europe

Det finns ingen kategori som varierar lika mycket i betydelse och behandling över hela världen som färsk fisk.

På stormarknader i Spanien eller Portugal är det inte ovanligt att en välskött fiskdisk står för upp till 12% av en butiks omsättning, vilket återspeglar betydelsen av fisk och skaldjur i den nationella kost och landets kök . Som ett resultat är färsk fisk-handel i Iberia superlativ.

I andra länder, som Storbritannien, där fiskkonsumtionen är mindre än hälften av Portugal och där förlitningen på beredda måltider och bearbetade livsmedel är mycket högre, kan fiskdiskar kännas lite dom ditslängd med tidigare upptintade fiskfiléer dumpade på en isbädd.

Det finns verkligt utrymme i Storbritannien för fiskdiskar att göra kategorin mindre skrämmande, tillhandahålla mer mervärdestjänster och skapa mer efterfrågan i vad som kan vara en stor möjlighet, eftersom hälso- och friskvårdsutvecklingen fortsätter oförändrad.

Här följer åtta exempel på fiskdiskar runt om i Europa.

Ovanstående fritt översatt av redaktionen
Auchan (Italy)

There is plenty of room for theatre on a fish counter, and he weapon of choice for many retailers is the swordfish. Auchan in Italy deploys one in an ice-barrel separate to the several main fish counters to sell swordfish steaks in a very striking fashion.
Continente (Portugal)

While many retailers trade from a typical long counter along the rear of the store, some – like Continente in Portugal – utilise less standardised fixtures to bring the category to life. A boat-shaped fixture in this store near Porto is highly visually appealing.
Market (Spain)
With a surfeit of space, it is hypermarkets that often do the best job of trading a fish counter in an impressive fashion. Carrefour in Spain, though, also operates Market urban stores and proves that it is perfectly feasible to have a corking counter in a smaller footprint environment. Misters, décor and digital screens and scales come together to create a superb proposition.
Globus (Russia)
What better way to capture the imagination than displaying live fish? Commonplace in Asia and Eastern Europe, this Globus store in Moscow uses the technique to enable shoppers to select their choice of lobster or several species of fish.

While the set-up might not be to everyone’s taste in terms of animal welfare, it certainly works from a shopper perspective.
Markhalle (Germany)
In-store consumption is proving increasingly popular across many categories and can also apply to fish. Markthalle in Germany has an oyster bar alongside the main fresh fish fixture – meaning that shoppers can enjoy seafood and champagne as part of their shopping trip.
Mercadona (Spain)
Value-led retailers often shy away from the perceived inefficiencies and costs of running fish counters, but in Spain it is almost non-negotiable. Mercadona manages to meet shopper needs with a low-cost, crate-based display that still manages to be incredibly vibrant.
Morrisons (UK)

There are glimmers of hope in the UK market. I was particular taken by the impressive fish counter I saw in the recently unveiled Morrisons concept in St. Ives. Really good design, great merchandising, a nod to vertical integration and some great service on offer. Encouraging stuff.
Marqt (Netherlands)

Provenance and traceability are important issues with fish, as the sustainability of our oceans means a lot to consumers and shoppers.
Marqt in the Netherlands demonstrates mindfulness of this, as well as a playful visual approach, by adopting an airport-style screen that can include information on species, country of origin, price, capture method and boat identity.

Källa: The Grocer, UK 20 sept 2018 >>

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