Walmart is getting artisanal with its new "Goodies" subscription service, according to Global eCommerce Chief Executive Neil Ashe. For a fee, shoppers can sign up for the service and receive a box of surprise items in the mail once a month. These items will allow subscribers to sample foods that aren't carried in Walmart stores and whet their appetites for a wider variety of foods. The fare will focus on packaged foods and include artisanal items.
Maybe it's true that you can't be all things to all people, but Walmart certainly is trying. For a retailer that made its name on low-cost, accessible products that appeal to the masses, this artisanal subscription service is a grand departure from its roots. It remains to be seen whether there will be enough people willing to pay a fee in order to be surprised once a month, by Walmart no less. Should the Goodies service take off, this would be an excellent opportunity for manufacturers to get new products into shoppers' hands. Also interesting is the novelty element. Appealing to shoppers' desire for adventure (both with new unusual items and the element of surprise) is something that you may be able to leverage now. Look for ways to appeal to the adventure lover in your shoppers!
"Wal-Mart Launching 'Goodies' Food Service," Reuters, 5/31/12 www.reuters.com/article/2012/05/31/us-walmart-goodies-idUSBRE84U1CG20120531