BENTONVILLE, AR— Walmart, through its acquisition of Jet last year, has expanded its offerings for the tabletop consumer, targeting its core everyday bargain shopper, to the entertaining focused Millennial through Jet, and via Hayneedle, those looking to create a full catalog-quality dining room statement.
In a recent visit to a Walmart store in Commack, NY, the retailer presented dining opportunities for customers both in-line for everyday needs and for outdoor seasonal entertaining.
In a strong spring and summer merchandising statement, Walmart presented a broad tableware assortment, including a variety of beverage dispensers, plastic party tubs from its proprietary Mainstays brand and metal party tubs from its proprietary Better Homes & Gardens brand.
Strawed tumblers in a variety of patterns and whimsical words were a part of this assortment, and on-the-go beverageware in general was important in its presentation. The retailer merchandised large capacity vessels from brands such as Aladdin and Bubba adjacent to its seasonal assortment.
Walmart featured other thermal vessels next to glassware to create a cohesive beverageware statement for at home and on the go. This latter assortment was presented adjacent to a food storage aisle to tap into consumer preferences to bring food and beverage with them on the go.
In the traditional tabletop segments, in flatware, Walmart aimed to make it easy for the consumer on a budget to choose the exact flatware pieces they need for the home with an open stock program featuring pieces ranging from as low as 89 cents to around the $2 mark. This open stock program also created a needs-based impulse opportunity for the consumer who might not have been thinking of purchasing flatware at the outset, but might need extra pieces for an upcoming home get-together.
By contrast, to make it easy for the first-time consumer looking to buy new flatware for their home or apartment, for example, it offered Mainstays colored handle flatware packaged in its own organizer.
In dinnerware, Corelle made a USA statement. This feature was called out on both open stock pieces as well as packaged sets from the brand. As word is in the industry that “bowls are the new plates,” Walmart tapped into this trend by offering a variety of sizes across its brands, such as Mainstays.
Under its Walmart-only Better Homes & Gardens brand, it went beyond the basic dinnerware looks, showcasing reactive glaze dinnerware, highlighting the plates’ handcrafted nature, for the consumer seeking out something distinctive on a budget. Gibson’s licensed Pioneer Woman brand is also a big focus for the store, across categories, and it allowed Walmart to tap into a more decorative dinnerware look, with floral designs.
In glassware, American-made basic beverageware shapes, with texture and without, were highlighted from entities such as Libbey and Luminarc. Through its online retail channels, the retail giant offers a greater selection of cocktail beverageware, including more etched and colorful designs.
Through its acquisition of Jet.com last year, Walmart taps into the mindset of the urban Millennial consumer, addressing the consumer through taking a playful approach to entertaining, whether it be casual or fine. As part of its dining and entertaining selection, Jet consumers can not only select from casual dinnerware versus fine china, but zero in on developing a selection of other items they need for entertaining, such as serveware or tea-focused wares and accessories.
Jet.com encourages the consumer to upgrade her dinner bowl set and dinnerware, and to purchase serveware, “so you can host a party or two.” Jet’s messaging also playfully tells consumers they “don’t have to wait for that annual colorful dinnerware sets sale” to update what’s in their kitchen cabinet. Through adding items to the checkout cart, the tabletop consumer can watch prices drop, and they can discover added deals on items that will complete the look on their table.
Jet’s selection offers brands that are the same or similar, but also that are distinct from what a Walmart shopper would purchase, offering up department and specialty store level brands such as Lenox, Waterford, Wedgwood, Michael Aram, Nambé and Schott Zwiesel.
Through its Jet purchase, Walmart also added Hayneedle to its portfolio. Hayneedle takes a more style-driven approach to inspiring its tabletop customers to buy, both through its more decorative, fashion-forward merchandise and through its “Idea Galleries.”
Tableware is not offered in a vacuum, but as part of a table setting package, complete with style guide advice on everything from dining room area rugs to tables and chairs. The site encourages the consumer to “make everyday meals into memories,” and in that, making them picturesque for the family album.
Hayneedle also assists its customers by offering up advice such as “The Place-Setting Survival Guide” for formal, informal, everyday casual, and pizza night. The site also features tablescape and entertaining style boards, presenting lifestyle photography and products the consumer can buy, whether they are seeking out wares to set a formal or festival winter holiday themed table or needing inspiration for throwing a cocktail party.
