Wal-Mart campaign chases better shoppers

Bentonville , Ark. – Wal-Mart Stores will launch a series of 15-second TV commercials this week touting the “aspirational merchandise” available in its stores. The project is part of Wal-Mart’s ongoing effort to sell more general merchandise to the better-heeled consumers who shop the store strictly for commodities.

Using the tag line “Look beyond the basics,” the TV and print ads are structured as testimonials in which fictitious customers recount how a trip to Wal-Mart for food or light bulbs resulted in the purchase of something unexpected – including trendy bedding, stylish dinnerware and a backyard firepit furniture set.

The nine ad spots will run on network and national cable stations. The print ads will appear in weekly magazines – a first for Wal-Mart – as well as monthly. Spots will also be broadcast on the radio, and the campaign will be backed up on-line.

Home & Textiles Today Staff | News & Commentary

 Home Textiles Today is the market-leading brand covering the home and textiles markets, offering a comprehensive package of print and online products. Home & Textiles Today provides industry news, product trends and introductions, exclusive industry research, consumer data, store operations solutions, trade show news and much more.

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See the October 2017 issue of Home & Textiles Today. In this issue, we look at the Top 25 Online Retailers.  H&TT's exclusive annual ranking of the biggest online sellers of home textiles finds that while pure play etailers continue to fly, bricks & clicks are digging into omnichannel. See details!