Supermarket Perimeter - November 2020 - 9

E

KATELYN BETZ/SOSLAND PUBLISHING COMPANY, GIANT

conomics 101 teaches what happens when
the amount available of a certain product
goes up or down.
What's true of volume can also be true of time: a
narrow window in which a product is being sold, for
instance, can get consumers' attention and be a big
sales driver.
That's the appeal of limited time offers (LTOs), which
capitalize on consumers' desire for novel products and
bring a "Buy Now!" urgency that can do wonders for
bottom lines - whether it's the holidays, the season for
a certain fruit or vegetable, or just any occasion when
retailers want to spice things up.
Limited time offers allow category teams at Carlisle,
Pa.-based retailer The GIANT Co. to bring in items that
are seasonally relevant for its customers or items that
are new and innovative, said Brian Lorenz, GIANT's
director of daily and bakery. It also gives the category
teams the ability to test products via a "while supplies
last" or small batch offering.
LTO growth in GIANT perimeter departments has
been robust in recent years, Lorenz said.
"Historically, our LTOs have flourished in center
store. Over the past few years, our fresh teams have
ramped up offerings. While our fresh teams have
always leveraged seasonally relevant flavor profiles
in product selections and availability, participation
in Limited Time Originals programs has grown over
the years."
"Limited Time Originals" is the term GIANT gives to
four store-wide themed promotions throughout the
year. This year's fall installment, launched on Sept. 4
with more than 35 items, 10 of which were in
perimeter departments.
Next up, the Limited Time Originals
Holiday program, hit shelves in November
with more than five brand-new items in fresh
departments, Lorenz said. In addition to these
seasonally relevant full-store campaigns, each
category team is working with its vendor
partners to provide GIANT customers with
seasonal flavors.
"Seasonal flavors shouldn't just be available
in cereals and candles," Lorenz said. "Our
customers' desire for bold flavors ranges
from kombuchas to beer, and cheeses to
marinades. Each category team works with
the Private Brands team to leverage customer
insights and engage our vendor community
to develop new items regularly. The
innovation pipeline is constantly churning to
bring fresh ideas across our stores."
Fresh bakery treats rank high on GIANT
customers' shopping lists from donuts to

cakes to breads and cookies. Outside of these events,
The GIANT Company has worked with some of its local
partners to craft seasonally relevant items, like Mad Elf
Cheese, which launched in October as a partnership
between Troeggs, Caputo Brothers and GIANT.
Looking ahead to 2021, GIANT's four Limited Time
Originals promotions will include Limoncello, Sol
Tropical, Fall and Holiday. In addition to the storewide
programs, Lorenz said, GIANT will supplement with
seasonally relevant "in-and-out" items too.

Seasonality's role

GIANT's innovation
team is constantly on
the lookout for new
LTO possibilities.

Every year for the past seven, Dayton, Ohio-based
retailer Dorothy Lane Market has promoted comice
pears from Oregon during December, said Michelle
Mayhew, the chain's produce manager.
Customers know they're only available for a limited
time, because they let Mayhew and her staff know,
often a long time in advance.
"People ask for them, wait for them, and once they're
gone, they're gone," Mayhew said.
The special fruit come from Naumes Pears, which
Mayhew said produces the best-quality pears in the
market. Comices are an old-fashioned variety, which
taps into nostalgia for many shoppers, only adding
to the allure generated by the program's LTO status.
Naumes' comices are as juicy as peaches, Mayhew
said, providing further value.
Naumes custom packs specifically for Dorothy
Lane, and the retailer makes sure to spread the love
throughout the store, dipping them in chocolate, for
instance.

Cross
merchandising:
a perfect match
for LTOs

NOVEMBER 2020 - 9



Supermarket Perimeter - November 2020

Table of Contents for the Digital Edition of Supermarket Perimeter - November 2020

Supermarket Perimeter - November 2020 - 1
Supermarket Perimeter - November 2020 - 1
Supermarket Perimeter - November 2020 - 2
Supermarket Perimeter - November 2020 - 3
Supermarket Perimeter - November 2020 - 4
Supermarket Perimeter - November 2020 - 5
Supermarket Perimeter - November 2020 - 6
Supermarket Perimeter - November 2020 - 7
Supermarket Perimeter - November 2020 - 8
Supermarket Perimeter - November 2020 - 9
Supermarket Perimeter - November 2020 - 10
Supermarket Perimeter - November 2020 - 11
Supermarket Perimeter - November 2020 - 12
Supermarket Perimeter - November 2020 - 13
Supermarket Perimeter - November 2020 - 14
Supermarket Perimeter - November 2020 - 15
Supermarket Perimeter - November 2020 - 16
Supermarket Perimeter - November 2020 - 17
Supermarket Perimeter - November 2020 - 18
Supermarket Perimeter - November 2020 - 19
Supermarket Perimeter - November 2020 - 20
Supermarket Perimeter - November 2020 - 21
Supermarket Perimeter - November 2020 - 22
Supermarket Perimeter - November 2020 - 23
Supermarket Perimeter - November 2020 - 24
Supermarket Perimeter - November 2020 - 25
Supermarket Perimeter - November 2020 - 26
Supermarket Perimeter - November 2020 - 27
Supermarket Perimeter - November 2020 - 28
Supermarket Perimeter - November 2020 - 29
Supermarket Perimeter - November 2020 - 30
Supermarket Perimeter - November 2020 - 31
Supermarket Perimeter - November 2020 - 32
Supermarket Perimeter - November 2020 - 33
Supermarket Perimeter - November 2020 - 34
Supermarket Perimeter - November 2020 - 35
Supermarket Perimeter - November 2020 - 36
Supermarket Perimeter - November 2020 - 37
Supermarket Perimeter - November 2020 - 38
Supermarket Perimeter - November 2020 - 39
Supermarket Perimeter - November 2020 - 40
Supermarket Perimeter - November 2020 - 41
Supermarket Perimeter - November 2020 - 42
Supermarket Perimeter - November 2020 - 43
Supermarket Perimeter - November 2020 - 44
Supermarket Perimeter - November 2020 - 45
Supermarket Perimeter - November 2020 - 46
Supermarket Perimeter - November 2020 - 47
Supermarket Perimeter - November 2020 - 48
Supermarket Perimeter - November 2020 - 49
Supermarket Perimeter - November 2020 - 50
Supermarket Perimeter - November 2020 - 51
Supermarket Perimeter - November 2020 - 52
Supermarket Perimeter - November 2020 - 53
Supermarket Perimeter - November 2020 - 54
Supermarket Perimeter - November 2020 - 55
Supermarket Perimeter - November 2020 - 56
Supermarket Perimeter - November 2020 - 57
Supermarket Perimeter - November 2020 - 58
Supermarket Perimeter - November 2020 - 59
Supermarket Perimeter - November 2020 - 60
Supermarket Perimeter - November 2020 - 61
Supermarket Perimeter - November 2020 - 62
Supermarket Perimeter - November 2020 - 63
Supermarket Perimeter - November 2020 - 64
Supermarket Perimeter - November 2020 - 65
Supermarket Perimeter - November 2020 - 66
Supermarket Perimeter - November 2020 - 67
Supermarket Perimeter - November 2020 - 68
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-june-2022
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-may-2022
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-april-2022
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-march-2022
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-february-2022
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-january-2022
https://digital.supermarketperimeter.com/sosland/sp/-supermarket-perimeter-december-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-november-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-october-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-september-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-august-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-july-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-june-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-may-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-april-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-march-2021
https://digital.supermarketperimeter.com/sosland/sp/2021_02_01
https://digital.supermarketperimeter.com/sosland/sp/2021_01_01
https://digital.supermarketperimeter.com/sosland/sp/2020_12_01
https://digital.supermarketperimeter.com/sosland/sp/2020_11_01
https://digital.supermarketperimeter.com/sosland/sp/2020_10_01
https://digital.supermarketperimeter.com/sosland/sp/2020_09_01
https://digital.supermarketperimeter.com/sosland/sp/2020_08_01
https://digital.supermarketperimeter.com/sosland/sp/2020_07_01
https://digital.supermarketperimeter.com/sosland/sp/2020_06_01
https://digital.supermarketperimeter.com/sosland/sp/2020_05_01
https://digital.supermarketperimeter.com/sosland/sp/2020_04_01
https://digital.supermarketperimeter.com/sosland/sp/2020_03_01
https://digital.supermarketperimeter.com/sosland/sp/2020_02_01
https://digital.supermarketperimeter.com/sosland/sp/2020_01_01
https://digital.supermarketperimeter.com/sosland/sp/2019_12_01
https://digital.supermarketperimeter.com/sosland/sp/2019_11_01
https://digital.supermarketperimeter.com/sosland/sp/2019_10_01
https://digital.supermarketperimeter.com/sosland/sp/2019_09_01
https://digital.supermarketperimeter.com/sosland/sp/2019_08_01
https://digital.supermarketperimeter.com/sosland/sp/2019_07_01
https://digital.supermarketperimeter.com/sosland/sp/2019_06_01
https://digital.supermarketperimeter.com/sosland/sp/2019_05_01
https://digital.supermarketperimeter.com/sosland/sp/2019_04_01
https://digital.supermarketperimeter.com/sosland/sp/2019_03_01
https://digital.supermarketperimeter.com/sosland/sp/2019_02_01
https://digital.supermarketperimeter.com/sosland/sp/2019_01_01
https://www.nxtbookmedia.com