Store Brands - May 2018 - 40

TOTAL STORE
By Carolyn Schierhorn

Creating

THE COVETABLE

How retailers can leverage limited-time and exclusive offerings to generate
excitement and tap into consumers' fear of missing out
From quirky one-off items to entire
commemorative or seasonal product
lines, grocery retailers in North America
are starting to use limited-time
private brand offerings to build buzz,
drive demand and establish unique
experiences for customers.
Very few U.S. supermarket chains do
this well, however, so those that get it stand
out, observes Diana Sheehan, vice president
of retail and shopper insights for Kantar
Consulting. San Antonio, Texas-based
H-E-B is "best in class," she says, when it
comes to creating must-have items that
connect emotionally with consumers.
Take the limited-edition Selena tote bag that
went on sale at select H-E-B stores on March
2 - an exclusive item the retailer developed
in partnership with the Selena Foundation. As
Sheehan, who grew up near Corpus Christi,
points out, everyone in south Texas is familiar
with the late Selena Quintanilla, an acclaimed

40

Store Brands / May 2018 / www.storebrands.com

ABOVE: H-E-B created
this limited-edition
cereal in honor of
retiring San Antonio
Spurs power forward Tim
Duncan.
BELOW: Metro celebrated
three key birthdays with
the Collection range.

Tejana singer and songwriter who is stilled
referred to as the "Queen of Cumbia" by her
legions of fans.
"That bag - it blew up my Facebook feed
the day it came out because there were so
many people asking which H-E-B has the
bags. They sold out," remembers Sheehan,
who lives in the Chicago area but still has
family in Texas. The $2 bags, in fact, were
listed on eBay for as much as $50 barely 15
minutes after they first went on sale.
While some customers were undoubtedly
frustrated - H-E-B's website even crashed
because of excess traffic that day - those
who successfully purchased the Selena bags
became part of a special, enviable group with
the right to brag about their beloved acquisition on social media.
Similarly, when five-time NBA champion
Tim Duncan, the San Antonio Spurs' enormously popular and philanthropic power
forward, retired in 2016 after a 19-year
career with the team, H-E-B came out with a
limited-edition private-branded cereal called
H-E-B Slam Duncan O's.
"It was a limited run; and when it was
out, it was out," Sheehan recalls. "But during
that time, it drove people to the store in that
perfect way - connecting to that Texas core
using a private brand product."
At Monrovia, Calif.-based Trader Joe's,
where more than 80 percent of the products
are private brands, limited-availability SKUs
are always on sale to add novelty and excitement to an already fun shopping experience.


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Table of Contents for the Digital Edition of Store Brands - May 2018

Contents
Store Brands - May 2018 - Cover1
Store Brands - May 2018 - Cover2
Store Brands - May 2018 - 3
Store Brands - May 2018 - Contents
Store Brands - May 2018 - 5
Store Brands - May 2018 - 6
Store Brands - May 2018 - 7
Store Brands - May 2018 - 8
Store Brands - May 2018 - 9
Store Brands - May 2018 - 10
Store Brands - May 2018 - 11
Store Brands - May 2018 - 12
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Store Brands - May 2018 - Cover3
Store Brands - May 2018 - Cover4
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201902
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201901
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201812
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201811
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201810
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201809
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201808
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201807
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201806
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_bestpractice
https://www.nxtbook.com/nxtbooks/ensembleiq/storebrands_201805
https://www.nxtbookmedia.com