Walmart's assault on Easter

BENTONVILLE, Ark. The nation’s chain drug stores are in Walmart’s cross hairs this Easter, as demonstrated by a national ad campaign touting the discount chain’s low prices relative to drug store competitors.

Walmart has employed a similar cost comparison strategy against supermarkets in the past by highlighting how much people can save on their food purchases, but the Easter ad airing this week is the first time Walmart has taken such direct aim at the drug channel and its seasonal offering of Easter merchandise.

To follow through on the awareness generated by the television campaign, Walmart also pulled out all the stops from a merchandising standpoint as it looks to capitalize on favorable trends regarding customer traffic.

Large overhead signs with the phrase, “Happy Every Day,” greet customers at both entrances to supercenters. Those entering on the general merchandise side of the store pass fragrant Easter lilies flanked by displays of pre-made Easter baskets along with candy and other items to place in baskets. In addition to signage at the entrances, the large overhead signs are also used to call out expanded seasonal displays on the food and general merchandise sides of the store and in the toy department. And if that weren’t enough, there are pastel colored displays of Easter candy positioned in the aisles and at most of the endcaps at checkout. From almost any point in the store, customers are reminded that it is Easter, unless they are in the depths of the general merchandise department shopping for sporting goods, auto parts or hardware.

Walmart has always been a major factor when it comes to seasonal sales, however its actions around Easter show a heightened emphasis on in-store activity in addition to a more in-your-face approach to price comparisons relative to the drug channel.