Case Study: How Kaesid Display Freezers Transformed a Malaysian Supermarket's Fresh & Frozen Section

Client: Bintang Utama Supermarket, Kuala Lumpur, Malaysia
Product: Kaesid Series Vertical Multideck Display Freezers & Horizontal Counters
Challenge: High energy costs, inconsistent product visibility, and poor temperature control leading to food spoilage and lost sales.
Solution: A complete overhaul with energy-efficient, high-visibility Kaesid display freezers.
Results: 35% reduction in energy costs, 20% increase in frozen food sales, and enhanced customer shopping experience.

Introduction: The Competitive Landscape of Malaysian Retail

The Malaysian supermarket sector is fiercely competitive. With the rise of international chains and local giants, differentiation is key. For Bintang Utama Supermarket, a well-established family-owned chain in the heart of Kuala Lumpur, competing meant not just on price, but on quality, reliability, and customer experience. Their frozen food section, however, had become a liability. Outdated, inefficient, and visually unappealing display cases were silently eroding profits and customer trust. This case study explores how a strategic partnership with Kaesid provided a transformative solution.

The Challenge: A Cold Chain Breaking Down

Bintang Utama's management identified three critical pain points with their existing freezer infrastructure:

1. Exorbitant Operational Costs: Their decade-old freezers were energy guzzlers. In Malaysia's tropical climate, where ambient temperatures are consistently high, the compressors worked overtime, leading to staggering electricity bills. This directly impacted their bottom line and sustainability goals.

2. Inconsistent Temperature & Product Integrity: Fluctuating temperatures within the cabinets were a major concern. "We noticed freezer burn on some ice cream products and occasional thawing on frozen vegetables," noted Mr. Tan, the Store Manager. "This not only led to spoilage and shrink but also posed a potential risk to food safety, damaging our reputation for quality."

3. Poor Merchandising and Customer Engagement: The frosted glass and dim lighting of the old cabinets made products look unappealing. Customers struggled to see items at the back, leading to a reluctance to browse and a lower average basket size. The section felt neglected compared to the vibrant fresh produce and grocery aisles.

It was clear that a simple repair would not suffice. Bintang Utama needed a technologically advanced, reliable, and visually stunning solution to reclaim their competitive edge in the frozen aisle.

The Solution: A Strategic Investment in Kaesid Technology

After extensive market research and product demonstrations, Bintang Utama selected Kaesid as their trusted partner. The decision was based on Kaesid's reputation for robust engineering, energy efficiency, and innovative design tailored for modern retail environments.

The implementation involved a phased rollout of several Kaesid models:

• Kaesid Vertical Multideck Freezers: These became the centerpiece of the new layout. Their sleek, glass-fronted design provided 360-degree visibility. The strategic use of LED lighting, which emits minimal heat, made frozen pizzas, ready-to-eat meals, and seafood glisten, dramatically enhancing visual appeal. The multi-level shelves encouraged better organization and increased SKU capacity by 15%.

• Kaesid Horizontal Serve-Over Counters: For high-impulse items like ice cream and frozen desserts, Kaesid's low-profile horizontal counters were installed. Placed at strategic points, they put products at eye level and within easy reach, encouraging spontaneous purchases.

• Advanced Refrigeration System: The core of the solution was Kaesid's high-efficiency compressor and fan system. It was specifically engineered for stability, maintaining a consistent -18°C to -22°C even during Malaysia's peak humidity and high ambient temperatures. This ensured optimal product preservation.

Key Features That Made the Difference:

• Energy-Saving Mode: The freezers came with intelligent controllers that optimized compressor run-time and defrost cycles during lower-traffic hours, contributing significantly to energy savings.

• Anti-Fog Glass: A critical feature for the humid Malaysian climate, this ensured a clear, unobstructed view of products at all times, eliminating the "frosted look" that plagued their old units.

• Durable Construction: The robust stainless-steel frames and toughened glass were built to withstand the high-traffic environment of a busy supermarket.

The Results: Quantifiable Success and Enhanced Reputation

Within six months of the full installation, Bintang Utama Supermarket recorded transformative results:

1. Substantial Reduction in Operating Costs: The most immediate impact was on the electricity bill. The store recorded a 35% reduction in energy consumption from the frozen section alone. This provided a rapid return on investment and positioned the supermarket as a more sustainable business.

2. Significant Boost in Sales and Profitability: The appealing presentation led to a 20% increase in sales volume from the frozen food department. Customers reported a more enjoyable shopping experience, spending more time browsing the well-lit, organized shelves. The impulse buys from the horizontal counters saw a particularly sharp uptick.

3. Elimination of Product Spoilage: With stable and reliable temperature control, incidents of freezer burn and thawing were eliminated. This reduced food waste (shrink) to nearly zero for the frozen category, directly improving profitability.

4. Enhanced Brand Perception: The modern, clean appearance of the Kaesid freezers elevated the entire store's aesthetic. "Our customers now comment on how fresh and high-quality our frozen section looks," said Mr. Tan. "It's no longer just a functional space; it's a destination that reinforces our brand promise of quality and freshness."

Conclusion: A Chilling Success Story in the Tropics

For Bintang Utama Supermarket, the decision to partner with Kaesid was more than just an equipment upgrade; it was a strategic business decision. By addressing core issues of efficiency, reliability, and merchandising, Kaesid's display freezers provided a holistic solution that delivered tangible financial returns and intangible brand benefits.

In the demanding environment of Malaysian retail, where quality and customer experience are paramount, investing in superior infrastructure is not an option but a necessity. The success of Bintang Utama stands as a testament to how the right technology can turn a operational weakness into a powerful competitive advantage, proving that in the frozen aisle, performance and presentation are perfectly intertwined.