7 Years parts & labour warranty
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7 Years parts & labour warranty
Brand and Marketing Manager EMEA
In retail and foodservice, equipment is often thought of as purely functional, something that simply sits in the background and does its job. But the reality is very different.
Refrigeration has moved from being a hidden necessity to a visible part of the customer experience. Sleek, modern and innovative units not only keep products at the right temperature, but they also shape the way customers perceive your brand.
The industries we serve are evolving quickly, and customer expectations are higher than ever. Brands that invest in refrigeration which balances style, innovation and sustainability will stay ahead of the curve, while those that don’t risk appearing outdated or disconnected from their audience.
When a customer enters your store, the appearance of your space immediately sets the tone.
Every element, from lighting and layout through to display equipment, contributes to the impression they take away. Refrigeration is no exception.
Top-quality counters and merchandisers show that you take pride in your environment and pay attention to detail. They create a sense of professionalism and quality that customers instinctively associate with the products you sell.
Providing a cohesive and professional look that’s memorable also strengthens your brand identity.
Research supports this. According to an article by Forbes, a study involving over 3,000 shoppers revealed that 82% of purchase decisions are made in-store, with 62% of shoppers making impulse buys. With so many purchases driven by visibility and presentation, refrigeration becomes more than storage – it’s a tool for influencing customer choice.
Today’s shoppers expect more than stocked shelves; they want products that are easy to see, access and enjoy.
Equipment with clean lines, bright lighting and excellent visibility draws attention to the items inside and encourages browsing.
When customers can clearly see what’s available, they are more likely to make impulse purchases or try something new. In fact, Stealth Agents revealed that properly positioned products contribute to a significant revenue hike of up to 24%.
Well-designed refrigeration also improves efficiency. Units that allow easy access reduce waiting times during busy service periods, helping staff move quickly while still keeping the environment organised.
This is why so many operators choose solutions such as True’s glass door display refrigerators. With their branding options, high illumination LED lighting and full product visibility, these units don’t just preserve food and drink, they present it in a way that’s attractive and accessible.
True’s equipment is designed to balance striking presentation with practical features that support staff and keep service flowing, even during peak hours.
Modern design doesn’t stop at appearance. Customers now expect the equipment they see to also reflect broader values, including sustainability.
Businesses are under increasing pressure to reduce their environmental impact, and refrigeration design has evolved to support these goals.
The latest units incorporate features such as energy-saving technology, smarter layouts that optimise airflow, and durable materials that stand the test of time.
For example, True’s glass door commercial refrigerators are designed with energy-efficient LED lighting, low emissivity double pane thermal insulated glass, and advanced cooling systems, reducing running costs without sacrificing performance.
This combination not only benefits the operator but also signals to customers that a business is committed to responsible, future-ready choices.
At True Refrigeration, we believe that design and innovation must go hand in hand. We are always looking for ways to advance our equipment, whether that’s updating the latest version of the GDM or introducing a brand-new unit.
In 2025, we’re excited to be unveiling our CVM merchandiser, which combines advanced cooling performance with a sleek, modern look tailored for today’s competitive retail spaces. While the full details will be revealed at HOST Milano the CVM represents the next step in refrigeration – equipment that works as hard for your brand image as it does for your operational needs.
Want to experience the next generation of refrigeration design? Visit the True Refrigeration stand at HOST Milano to discover the CVM merchandiser and learn how our equipment can help you create a lasting impression on your customers.
