Store Brands - May 2018 - 41

TOTAL STORE

For example, the Trader Joe's Fireworks Chocolate Bar, a spicy dark
chocolate bar sold at checkout as an
impulse item, was a big hit in 2016 but
did not remain in stores long.
The retailer's multitudinous online
fans have been speculating that the new
Trader Joe's Lemon Elderflower Soda is a
limited-run item that pays homage to the
much-anticipated May 19 royal wedding of
Prince Harry and the ever-popular "American princess" Meghan Markle, who have
announced that they will have a lemon and
elderflower wedding cake.
Montreal-based Metro, a Canadian grocery retailer, also uses limited-time products
and lines to surprise and delight customers
and get them talking. Last year, for example,
the company offered a limited-edition
glow-in-the-dark box of private brand facial
tissues. The box was designed and printed
using phosphorescent ink to create a "celebratory and festive customer experience,"
Metro stated in a press release, noting that
the retailer was the first company in North
America and possibly the first in the world
to launch a tissue box with this technology.
"At night, I am always turning on the light
to find my tissues," explains Marie Horodecki-

Aymes, director of design and packaging for
Metro Brands, who came up with the idea. "So
it occurred to me that a tissue box with light
would be perfect.
"People were just crazy about it in our
stores," she adds, noting that it was a useful
as well as fun and decorative product with a
design suggestive of champagne bubbles.
Although better known for food, Metro
already had a reputation for high-quality
store brand facial tissues in attractive boxes,
so the glow-in-the-dark box took an already
popular non-food product to a higher level
of enjoyment, according to HorodeckiAymes. Yet the retailer had no intention
of making the product permanent in part
because of the complexities and higher costs
involved in producing the item, which was
priced like a typical box of tissues, but also
because the novelty and freshness of unconventional SKUs is what drives demand.

In Ahold Delhaize USA's
Limited Time Originals
Program, the highlighted
flavors rotate every
six weeks.

PLAYFUL TWISTS,
STANDOUT COLLECTIONS

More challenging than developing unique
individual short-run products is creating an
entire limited-edition line of store brand SKUs,

WHAT DO 'MUST HAVES' HAVE IN COMMON?
RETAILING EXPERTS OFFER THESE TIPS FOR DEVELOPING LIMITED-EDITION STORE BRAND
OR EXCLUSIVE PRODUCTS:

1

Connect
emotionally
with your customer
base by celebrating
a local or regional
hero or celebrity
or by advancing a
cause dear to your
core shoppers.

2

When offering
seasonal or
holiday-themed
store brand
products, build a
comprehensive
line that includes
innovative SKUs
and new twists
on the familiar so
customers will be
tempted to buy
most of the items.

3

If you're known
for freshprepared food
such as subs,
homemade ice
cream or chicken,
drive demand
with limited-time
flavors or varieties
and encourage
customers to
post images of
themselves enjoying
these offerings on
social media.

4

Remember that
young adult
consumers treasure
experiences over
stuff. Limitedtime offerings
should provide
a fun in-store
experience as well
as bragging rights
and Instagramworthy moments
at home for those
who purchase the
coveted items.

5

Make customers
feel like they
are part of a cool,
exclusive group
when they purchase
and consume or use
the limited-edition
product.

www.storebrands.com /May 2018 / Store Brands

41


http://www.storebrands.com

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
Store Brands - May 2018 - 13
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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