Shopper Marketing - September 2017 - 132

INSTITUTE STRATEGIST
internet savvy with Whole Foods' wellknown 365 Everyday Value brand, Amazon
could bring organic food to the masses like
never before.
Walmart saw this coming. In addition to
e-commerce focused moves such as expanding its fulfillment options and quickly adding Great Value to the assortment
on Jet.com after acquiring the e-tailer,
Walmart also has zeroed in on organic
offerings. In stores, Great Value Organic
oatmeal priced at $2.50 is stocked next to
PepsiCo's Quaker organic oats, which sells
for $2.88, and Great Value Organic ketchup
priced at $1.88 sits next to General Mills'
Annie's organic ketchup, listed at $2.68.
The price disparity is one way for Walmart
to market its new offerings. But it's not
just because "brands are the best place to
show price differentiation" that the retailer
remains committed to a balanced assortment, chief financial officer Brett Briggs
said during the dbAccess Global Consumer
Conference in June. It's because "our customers want brands," Briggs said. "The big
multinational suppliers are very important
to what we do. But we also want to ensure
that we have innovation in our stores and
that we have the ability to have local suppliers or regional suppliers to be a store of

132

y SHOPPER MARKETING SEPTEMBER 2017

the community."
Getting a strong, loyal following for
its own brands is an important part of
Walmart's strategy.
Great Value Organic first rolled out in
the U.S. last year to replace the Wild Oats
organic brand, which Walmart had introduced two years prior through an arrangement with Yucaipa. Wild Oats was intended
to quickly bring shoppers lower-priced organic options, but left to flounder without
much marketing or merchandising support, it didn't meet expectations.
Walmart instead has grown its own network of organic suppliers and expanded
its Great Value Organic selection from
items such as canned food, spices and
dressing at launch to span the breadth of
the grocery aisles with mustard, raw and
unfiltered apple cider vinegar, eggs, butter, ground beef, strawberries, carrots and
leafy greens, among others.
At the shelf, the retailer maintains a
balance of branded products and private
label. Briggs indicated that the retailer's
merchandising strategy hasn't changed
dramatically in the store. But whether it's
own brands or national brands, there is no
denying this is not the Walmart of yesterSM
year.



http://www.Jet.com

Table of Contents for the Digital Edition of Shopper Marketing - September 2017

Contents
Shopper Marketing - September 2017 - Intro
Shopper Marketing - September 2017 - 1
Shopper Marketing - September 2017 - 2
Shopper Marketing - September 2017 - 3
Shopper Marketing - September 2017 - Contents
Shopper Marketing - September 2017 - 5
Shopper Marketing - September 2017 - 6
Shopper Marketing - September 2017 - 7
Shopper Marketing - September 2017 - 8
Shopper Marketing - September 2017 - 9
Shopper Marketing - September 2017 - 10
Shopper Marketing - September 2017 - 11
Shopper Marketing - September 2017 - 12
Shopper Marketing - September 2017 - 13
Shopper Marketing - September 2017 - 14
Shopper Marketing - September 2017 - 15
Shopper Marketing - September 2017 - 16
Shopper Marketing - September 2017 - 17
Shopper Marketing - September 2017 - 18
Shopper Marketing - September 2017 - 19
Shopper Marketing - September 2017 - 20
Shopper Marketing - September 2017 - 21
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Shopper Marketing - September 2017 - 28
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