Supermarket Perimeter - July 2019 - 47

How do you decide what is merchandised in
the full-service case and what in self-serve?
We look to display fresh ﬁsh, shrimp, salads,
shellﬁsh, and value-added offerings in our service
case. For self-service, we merchandise packaged
seafood items, such as steamed shrimp trays,
marinades and sauces, tray pack ﬁsh and packaged
smoked salmon, for grab and go options.
What role do promotions, signage, instore videos
and other factors play in merchandising seafood?
We see a lift in seafood when the product is advertised
so we continue to advertise products that we know
our customers are looking for; seafood is featured
on the cover of our ad weekly. Signage is used to
highlight promotions as well as product. Seafood
customers are constantly looking for education on
seafood - they want to know where it comes from,
how to prepare it and the best cooking methods.
What role do employees play in merchandising
seafood at GIANT and MARTIN'S Food Markets?
Our associates play a signiﬁcant role in merchandising
seafood. They know their customers and are constantly
placing special orders for customer requests. Our
associates merchandise their store according to what
sells in their store. They are given the ﬂexibility to display
the products that have been proven to sell in their store.
The Seafood associates create our center case displays
daily. Each store is given creative freedom to wow our
customers focusing on the featured ad or seasonal items.

VALUE-ADDED
MERCHANDISING
OPPORTUNITIES
Seattle-based Alaskan Leader
Seafood, which bills itself as "the
most innovative and vertically
integrated 'Hook & Line' ﬁshing
company in Alaska," offers 11
different products from Alaska
under its Wild Caught label:
x Honey Teriyaki
Marinated Portions
x All-Natural Portions
x Chipotle Lime
Marinated Portions
x Thai Curry
Marinated Portions
x Garlic Pesto
Marinated Portions
x Lemon Herb Butter
Marinated Portions
x Taco Packs

What separates a GIANT or MARTIN'S Food
Market seafood case from its competitors?
Our seafood departments highlight fresh, high-quality,
seasonally relevant seafood. All product carried in our
service cases are 100% sustainable. We have full service
cases in most of our stores, which allows us to have the
freshest product and associates who can help educate
the customer on product preparation and cooking.
Is there anything else you would like to add?
At GIANT, when it comes to our seafood department,
it's all about sustainability, having the freshest
product with great quality and providing a value to
our customers. By delivering on all of these fronts
consistently, our customers will come back each
week to purchase seafood from our stores.

x Vacuum Sealed Skinless
Boneless Fillets
x 16/32 oz Alaska Cod Fillets
x 8/16 oz Alaska Cod Fillets
x 16/32 oz Refresh
Alaska Cod Fillets
Alaskan Leader's ﬁshing ﬂeet
immediately processes its catch
onboard to give its cod a "wild,
natural, ocean-fresh" ﬂavor,
according to the company.

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JULY 2019 - 47
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Supermarket Perimeter - July 2019

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