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Walmart’s mission, I just read on Forbes.com, is “We save people money so they can live better.” Is this an endemic or non-endemic mission? I would normally say non-endemic, in that anyone selling anything can talk price strategy, but since Walmart is selling just about everything it might work. It might be endemic. Nah. Not falling for it.
And the whole “live better” is so done. It’s like we help you “sleep better.” Done. The fact of the matter is much of the low cost stuff one buys at Walmart it not built to last. It’s built for now and next year. Like products at BJs. A Coleman cooler, for instance, with cheesy plastic hinges is not long for this world. You’ll be buying another in 22 months. That’s not living better.
Walmart is about the transaction. Volume. Turnover. China. It’s not about living better.
This mission is internal. It’s for the 2.2 million employees at the world’s largest private employers. To make them feel better.
Walmart has a lot to offer. It just needs to be more straightforward and perhaps smarter about its positioning. If you want to do good, do good. Especially when hawking value. Study ConAgra’s Banquet brand.
Tags: banquet brand, BJs, conagra, price strategy, value positioning, walmart, Walmart mission, whats the idea, whatstheidea
Two titans of retail are facing off and it’s going to be wild. Walmart and Amazon. Amazon and Walmart. There will be only winners: the businesses and the custies. Amazon continues to kill it in online retail. So much so, in fact, that they’re looking into some brick and mortar places to make product access near-instantaneous. Walmart is beginning to get that 800 lb. monkey off its back (low price, low-esteem, box store with bad vegetables), by ramping up its online offering. It quintupled online SKUs in one year thanks to purchases like Jet.com and others.
The real war zone, when it comes to customer marketing, will be brand-side. Amazon has an amazing brand that is maturing. An overdog I like to call it. Walmart in a heart brand that many people view as high-traffic but low-value. Don’t get me wrong, the retail product has value, but the brand is a little lacking in the amygdala, as brand expert Megan Kent might say.
Both brands have the money and leadership to innovate. Both have the dough to execute. Now it will be up to the brand leaders to create some excitement. Walmart faces more of an uphill challenge. One any brand strategist would love to tackle. But we all know what happened to the overdogs.
Tags: ali frazier of branding, amazon, jet.com, megan kent, overdog over dog, two titans of retail, walmart, whats the idea, whatstheidea
If you visit big box stores like BJs, Costco and WalMart, no matter where you walk outside the food aisle you are going to find some really low cost products. Izod shirts for $16. Patio furniture for $399. Plastic hose winders for $14. Most of this stuff shares one thing in common. It has a shelf life of about 3 months. Then it will be put out with the trash. You just know the colors will fade, the nylon unravel, the legs will be uneven and the handles fall off.
When all this stuff — imported from other countries, stuff that low earning families buy to fill the American dream — breaks, they go out and buy more. Because it’s so cheap. When the new administration puts a border tax on this “stuff,” adding, who knows, 40% more to the price, what will people do? No longer will they be able to send their kids out in the snow in a $22 ski jacket.
It will change consumerism. It will force to people to spend more wisely. On better quality. I will force makers of dreck to become makers of goods. (There’s a reason they were once called goods.)
This isn’t a political statement. It’s a quality statement. We need more quality. We need less crap in the land fill. Less is more.
Tags: BJs, costco, craft economy, izod, quality products, walmart, whats the idea, whatstheidea
Food is big business. And not just the selling of it, we know how big that is. Just look at all the restaurant and grocery stores in your town. But food has now become an important content area too. Magazine publishing is way off. Way off. Without food related properties, there would be Car And Driver, Sports Illustrated, Better Homes and Garden, The New Yorker and that’s it. Bucking the trend, Walmart and Hearst launched a magazine called Delish late last year. It’s all about food and doing well. People are into food.
The number of TV shows about food preparation is growing. Many chefs are more famous than news reporters. One third of U.S. adults are obese. Food.
What our nation needs, however, is an obsession with healthy food. What is healthy food? In what part of the store does it reside (the outside walls, typically)? We also need to change our palettes. Our expectation of what is tasty. Today the masses crave sugar and salt. The country would alter the course of healthcare were it to remove these cravings from the national palette. Rather than clothe ourselves in 650 million yards of fabric each year, we could shrink that to 450 million yard – with slimmer figures. The billions in Medicare spent on diabetes would shrink — as would our dependence on blood pressure med. Dominoes all tied to the collective palette of Americans. Our taste in clothes and hair change, why can’t we change our addiction to sugar and salt? Oh, and there’s a market for it. Peace.
Tags: Better Homes and Garden, Car And Driver, food obsession, hearst, Salt and sugar additions, sports illustrated, The New Yorker, walmart, whats the idea, whatstheidea
I’m a man. Here’s how I shop: I go to a store, walk around, talk to a salesperson, maybe another shopper and I buy. If the store doesn’t have what I want, I either go home or visit another store. More often than not, it’s a one store and buy experience. Price is important, but usually only when comparing choices in the store. Convenience.
As technology wends its way more and more into the shopping process and the best price on a skew (product number) is only a click away, (#bestpricesamsungTV) many of the shopping choices we make will be made for us. And price variation will be minimized.
There will be Amazon for eshoppers and for those who want instant gratification there will be SuperRetailStoreCo or something. Variability will be minimized in marketing. All that will be left, variability-wise, will be the brands. But marketers who spend too much on branding, will have reduced margins and will likely fall off. Will it be a brand new marketing world in 2050? Oh yeah. Should be exciting. Peace!
Tags: amazon, best buy, branding, costco, price-convenience trade-off, retail, Samsung tv, walmart, whats the idea, whatstheidea
48% of kids did not buy a CD last year. iTunes is now the number two music retailer behind WalMart. The times they are a changin’.
I just spend 2 days at Digital Music East in NYC and there were a bunch of people walking around with nervous stomachs. Here’s an example of why: one panel on marketing to teens and tweens comprised 30 and 50 year olds, drawing analogies and making references to Led Zeppelin and terrestrial radio. It was silly. The industry has lost touch, it seems.
Back to digital downloads. The real problem with digital downloads, and I’m sorry for sounding like a broken MP3 on this subject, but it’s just too easy to pay for one song — the so-called good song. Fans can’t get to know bands and create affinity with bands through one song. One song is the short story. The album, the novel. Record companies need to sell full albums not single songs. That’s how you build up a fan base. Single songs sales lead to burn-out and one hit wonders.
Tags: digital music east, itunes, led zeppelin, tweens, walmart, whatstheidea