Appearance of goods is the primary consideration regarding deli counters

A major survey has been conducted by PICK-Szeged Zrt. with Trend Budapest Piackutató Kft. which among other things covered the role and importance of deli counters. According to Gábor Ámann, sales and marketing director of PICK-Szeged Zrt., it was their specific request to have staff working behind deli counters interviewed as well as customers. Deli counters are regarded as the “heart” of a store by customers, who often decide which store to visit on the basis of what they think about its deli counter. Deli counters are without doubt an important tool for generating customer loyalty. Judit Halmosi, trade marketing manager of PICK believes that it is important to know how customers see themselves. Customers at deli counters see themselves as gourmets which means they need to be treated this way. For them, visiting the deli counter is a ritual, an experience. The attractiveness of deli counters is based on the visual experience and on customers’ faith in the freshness and quality of products and in the expertise of staff. The visual experience is based on cleanness and hygiene. Cleanness is the number one criteria for 97 percent of customers. For 95 percent of customers, the freshness of products is equally important. 84 percent of shoppers do not use a shopping list, making their decisions on the basis of visual attraction and earlier experience. Aesthetic value is a key consideration for shoppers. The wider the assortment, the more satisfied customers are. Placement according to product category is the method best suited to shopping habits. Customers usually want at least two or three types of products from deli counters. Hams and salamis are very popular, purchased by around 75 percent of customers. Two-thirds of customers buy frankfurters, while sausage is a little less popular. Sliced products are both aesthetic and easy to serve which means that an hour’s supply should be kept in sliced form. This is not recommended in places where sales are slow. Labels and price tags should always be displayed in a transparent way, preferably immediately next to the products. The personality and expertise of staff is extremely important for the majority of customers. Good manners and helpfulness are key criteria for staff. Knowing products is a key element of expertise. Customers expect staff to have in depth knowledge of products. The speed of service is exceptionally important, because having to wait a long time is very annoying for customers. One of the interesting findings of the survey is that customers of deli counters are very open to new things and often find new products very attractive. Brand building can be based on gourmet customers who definitely pay attention to brands in deli counters as well. The PICK brand is seen by customers as the “king of the deli counter” which is also an obligation for PICK, as it is expected by customers to be a guarantee of quality and creativity. In short, customers and staff agree on the most important criteria of ideal deli counters.