REAL ESTATE

Walmart combines physical and digital in new Neighborhood Market store

BY Mike Troy

New York — Walmart continues its building boom in Northwest Arkansas, opening a Neighborhood Market store just a few miles from the chain’s headquarters in Bentonville. During the past few years, company has added new Sam’s Clubs, Supercenters, a Walmart To Go convenience store, a grocery pick up facility and nearly 10 new Neighborhood Markets to the area. While adding another new Neighborhood Market isn’t a huge deal, but the store’s location, its layout and some of the signing elements are noteworthy.

The store is located roughly two miles from a busy supercenter adjacent to Walmart’s headquarters, suggesting the retailer is not averse to cannibalizing sales from its larger format stores in the name of overall market share gains.

The small format Neighborhood Market store is designed to appeal to convenience oriented shopper and to take that concept to a higher level the store features a fuel center with multiple pumps and a tiny convenience store with a highly edit merchandise assortment.

Inside the main store, Walmart made a notable change to the layout by breaking the gondola runs that stretch from the front of the store to the rear to create a mini-action alley that bisects the store.

There is also a small section at the front of the store in the food section where lower profile fixtures are filled with organic and gluten free products. In terms of signing, Walmart was very aggressive in promoting its omnichannel capabilities.

On virtually every endcap throughout the store and with several freestanding navigational signs Walmart called out its buy online, pick up in stores capabilities. Employees even wore bright orange shirts touting the Walmart Pick up option.

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Shoe Carnival plans new, smaller concept store

BY CSA STAFF

Shoe Carnival is planning to open smaller stores to leverage untapped markets in smaller communities, as well as the company's omnichannel capabilities.

The new format will be approximately 5,000 square feet, or half the size of a current Shoe Carnival store.Its current stores average about 10,000 square feet, and carry more than 28,000 pairs of shoes. The company did not identify cities suited for the new concept.

“We believe there is a tremendous, untapped opportunity to expand into new and fill-in existing markets with a complementary, smaller store concept. This will provide consumers in local communities with a convenient shopping experience that builds upon Shoe Carnival’s strong track record of delivering moderately priced, branded footwear for the entire family. Our team is excited about the development of a smaller store format that will leverage our strong brand relationships and multi-channel presence. These new stores, combined with our Shoes 2 U initiative, which is our next step in creating an endless aisle experience, will give consumers in smaller markets greater accessibility to footwear than ever before with the ability to shop the full assortment of shoes available across all of our Shoe Carnival stores. We look forward to sharing more details about this exciting new venture in the coming months,” said Cliff Sifford, president and CEO.

Shoe Carnival’s real-estate team is currently working with landlords and expects to begin opening small-market stores in the next six to nine months, followed by consistent expansion over the next several years.

Shoe Carnival operates 402 stores in 34 states and Puerto Rico.

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Former JCPenney CMO lands at Yahoo

BY CSA STAFF

Yahoo has named the former marketing chief at JCPenney as its new senior vice president consumer marketing.

Debra Berman will be joining Yahoo as our new Senior Vice President of Consumer Marketing, reporting to me. Berman will join the Yahoo marketing team on July 6, bringing with her more than two decades of marketing experience.

Berman's background in helping brands define and connect with consumers, coupled with her data and analytics-driven approach to drive marketing performance, makes her an ideal fit for this role. In this newly created role Debra will oversee product marketing, help drive audience engagement and lead consumer brand strategy.

Prior to Yahoo, Berman was the CMO of JCPenney, where she led the restoration of both the customer base and brand health during a critical turnaround period for the company.

Berman has been named one of Brand Innovators Top 50 Women in Marketing in 2014 and 2015, DFW CMO of The Year and 2012 AdAge Media Maven.

Prior to joining JCPenney, Berman was VP of Marketing Strategy and Engagement for Kraft Foods, where she unlocked the global potential for many iconic, heritage and emerging brands. Before Kraft, Berman's career includes time spent in advertising, brand strategy and management consulting.

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