On a Clear Door

SEGUIN, Texas—Larry Gerosa can see clearly now—or at least he can see more of his beverage sets.

That’s because about a year ago, he put in a new set of cooler doors that don’t have those metal edges where the two doors meet. Those vertical edges are opaque, creating an illusion of greater expanse.

“It looks like product goes across two cooler doors,” said the owner of the two-site Jud’s Food Stores, Seguin, Texas. “It looks like solid glass all the way across.”

People have been taking notice, he said, and not only regular customers. He has noticed business peoplewalk in who seem to be interested in how the product looks inside the store.

“A regular cooler door is bland,” Gerosa said. “If you want to be in business, you have to look like you’re in the business to sell something.”

He said he also put in deeper shelving units so he saves on labor by stocking more product. “I’m able to have more holding power,” he said. “Because as you know, labor is my biggest expense.”

Without getting into specifics, Gerosa said the doors have led him to rethink his beverage sets, allowing the new visibility to inspire change and stimulate sales. “The whole facing, the whole presentation has changed,” he said.

Gerosa believes state-of-the-art equipment and technology are important for a successful retail environment. To that end he has digital menus, visual displays and even automated safes.

Anthony International, Sylmar, Calif., which manufactures the doors, has a history of developing refrigeration systems for c-store, grocery and drug-store channels.Founded in 1958, Anthony produces specialty glass, commercial glass refrigerator and freezer doors, case lighting, and display and merchandising systems.

Its product lines have energy conservation features that help cut utility costs. Officials said other trademark qualities include the ability for its doors to close quickly and not fog up. The goal is to allow customers to focus on what they’re going to buy.

In a video on its company website (http://www.anthonyintl.com), an executive said the company survived the latest recession by convincing grocery stores to save on energy bills by enclosing what were open cooler displays.