Millions of shoppers turn to Walmart because they know exactly what to expect from the company: For decades, the big-box retailer has offered low prices and a wide selection of goods in its stores. By the end of April, Walmart had expanded its reach to more than 5,000 outlets across the United States. Now the company is shaking things up with an exciting change that will affect many of these stores. Read on to find out what Walmart is doing at 3,900 locations.
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Despite the familiarity that Walmart is known for, the company has shown a great deal of willingness to adapt its retail model here and there, especially when it improves the customer experience. In February 2022, Walmart confirmed that it would build approximately 100 automated fulfillment centers over the next few years to help build a larger, more flexible delivery center.
And just this month, Charles RedfieldWalmart’s merchandising director, told CNBC the company plans to open dozens of redesigned locations by the end of January 2023 following success in testing new strategies to attract shoppers to a redesigned SuperCenter in Springdale. , Arkansas.
Walmart is gearing up to bring a new competitor to its main skincare aisle. Bubble Skin Care will compete against well-known competitors like Neutrogena, CeraVe and Cetaphil directly in 3,900 stores, Forbes reported. Shai Eisenmanthe founder of Bubble, told the magazine that the company will launch four new products at Walmart this summer.
Bubble, which launched in November 2020, is a skincare brand that caters directly to Gen Z consumers with vegan, cruelty-free, and overall gender-neutral products that can create any skincare routine. affordable and simple, according to Eisenman. The founder said Forbes that the brand’s products took more than two years to develop within Bubble’s team, with the help of research with more than 10,000 teenagers.
“Even though young consumers are the most advanced generation that has ever existed, when it comes to skincare, they are using the same old-school stuff that I used as a teenager and my mom used when she was young. adolescence,” Eisenman said. “If you look at today’s consumers, 80% of Gen Zers use Neutrogena, Cetaphil, CeraVe, Clean and Clear, and Clinique, brands they aren’t emotionally connected to, don’t like. and which do not excite them.”
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This isn’t the first time Bubble has been sold at Walmart. The teen-targeted skincare brand was actually introduced in select stores and on the retailer’s website last July as part of Walmart’s Trending Now section, created specifically for independent brand launches. Forbes Explain. At the time, Bubble debuted at Walmart with seven products, including cleansers, toners, moisturizers and a face mask, per Daily Women’s Clothing.
“We’ve had the opportunity to be in many other retailers and be part of the full chains of most of the majors,” Eisenman said. Forbes. But the founder said the company chose an exclusive launch with Walmart after his research found that more than 40% of Gen Z consumers visit Walmart three to four times a month, and 20% of personal care products personal purchased in the United States are. retailer.
As Bubble’s “full year of exclusivity” with Walmart ends in July, Eisenman says Forbes that the company is “really excited” to expand and move into Walmart’s main skincare aisle this year. The change comes after Bubble won the retailer’s Supplier of the Year award in March 2022, which is the first for a brand sold at Walmart for less than a year, according to Forbes.
When Bubble Skin Care first launched in November 2020, it was strictly a direct-to-consumer (DTC) brand. “We are the first DTC brand launched exclusively at Walmart,” Eisenman said. Forbes.
This strategy, which allows companies to sell their own products directly to consumers without the help of third-party wholesalers or retailers, continues to grow in popularity, but comes with challenges, according to Big Commerce. “When we launched DTC-only, we were shocked to learn that 58% of Gen Zers buy skincare from major retailers, and only 20% of them buy skincare online. line,” Eisenman said.
More than 90% of Americans live within 10 miles of a Walmart, which is a “huge deal” in terms of accessibility for Bubble’s products, Eisenman noted in a 2o21 interview with the retailer. “We’ve known since launch that buying online is a challenge for people, whether they don’t have their own credit card or because their parents didn’t trust an online brand they didn’t have. haven’t heard of,” she said. “Being in Walmart stores really makes the product more inclusive and accessible.”
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