The retailer devotes endcaps in the home fashion department to bed, bath and decor SKUs from the private label. The multi-category brand, which Walmart has merchandised since 1996, has been relatively overshadowed since the 2008 launch of two fashion-forward lines, Canopy and Better Homes and Gardens. (See Related Articles.)
Endcaps merchandising such Mainstays products as towels, apparel hangers, ironing boards and lamps are supported by side panels bearing colorful images of corresponding product. Perpendicular headers identify the Mainstays brand and act as overhead violators along Action Alley. Some endcaps carry channel strips that proclaim, "Refresh with color. At our unbeatable prices."
Walmart has redecorated its soft home and kitchenware aisles in recent months, switching out blue, minimalist graphics for lifestyle images, value-driven messages and a greater presence for its private labels. Among the changes, products from Mainstays, Canopy and Better Homes and Gardens are merchandised on brand-specific gondolas, supported by headers that feature lifestyle images, glamour shots and messages that underscore Walmart's "Every Day Low Prices" promise. Other aisles sport beige headers that carry the chain's "Save money. Live better" tagline.
Walmart has also stepped up merchandising support for its furniture collections. Display models from Canopy and Better Homes and Gardens occupy endcaps in the furniture department alongside flipbooks and countertop displays touting the brands. Shelf signs promote in-aisle and encourage shoppers to use Walmart's Site to Store shipping service.
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