As retailers execute on their fall merchandising strategies, limited-time offers (LTOs) and seasonal promotions can help drive engagement, repeat visits and increased loyalty.
Spicewood, Texas-based TXB (Texas Born), which operates 47 locations across Texas and Oklahoma, uses these seasonal periods to “play around a little bit” with new products and LTOs.
“(LTOs are) really great as growth levers,” said Angelica Serna, category manager at TXB. “They kind of break up the monotony of a planogram, they drive urgency and trial, and of course, incremental dollars. They (allow you to) test out new flavors or seasonal offerings a lot easier in the snack category.”
Walter Thomas, senior category manager at Northborough, Mass.-based Yatco, mentioned that LTOs play a significant role in the chain’s strategy, allowing them to keep stores fresh and introduce more variety for customers. However, the rollouts, he emphasized, need to be intentional and focused.
“We need to be thoughtful about what we bring in, how much we buy and where we merchandise it,” said Thomas. “A seasonal item has a relatively short window to perform. We want to create excitement while making sure we are not carrying that inventory well beyond the season.”
Worcester, Mass.-based Nouria is also seeing success with LTOs specifically within its private-label line, My Nouria.
“Our My Nouria pumpkin cinnamon bun was a huge hit with our guests last year, and this year we have been selling even more than last year,” said Richard Perry, senior category manager, Nouria. “Seasonal items offer a great opportunity to delight our guests with both new items and classic favorites like apple and pumpkin flavors in sweet snacks.”
The Value of Value
With inflation on the rise and consumers increasingly seeking out value from their snack purchases, price is becoming a key differentiator for c-store retailers.
“Price continues to be a significant factor. Customers are paying attention, and we need to give them options,” said Thomas.
Perry agreed, noting that value “has been the keyword that continues to get brought up in meetings with vendor partners and with data reports.”
At Nouria, the chain has leaned into bundling and meal deals to offer a value proposition that appeals to price-conscious customers. It is also experimenting with different pack sizes for snacks.
“Pack size is where we are seeing more customers trade up to take home sizes where they perceive more value,” said Perry. “We are looking for smaller pack sizes where it makes sense to offer a better entry-level retail and also for the GLP-1 adopters who still may want to indulge on an item but can’t eat a full size. We see channel leakage to club and dollar, so the consumer is seeking value in different ways.”
Yatco’s Thomas is also testing different pack sizes in an effort to add variety and value for snacking customers.
“A smaller package can help keep the purchase affordable, while a larger package or a well-planned promotion can offer value for someone buying more,” he said. “We cannot assume that every customer wants the biggest bag. Sometimes they simply want a good snack at a price they are comfortable spending today.”
