Family Dollar unveils ‘Fabulous’ new initiative
NEW YORK — Looking to enhance awareness of its African-American beauty brands, Family Dollar Stores is embarking on a 12-month campaign that leverages the influential reach of vloggers to further reach its African-American shoppers.
To kick off the 360-degree initiative, which includes an advertorial in Ebony magazine, in-store signage, endcaps and promotion in its circulars, the retailer took a “fabulous” bite out of the Big Apple on Oct. 17, hosting its second annual “Family Dollar Fabulous” event at the Hilton Midtown.
The invite-only event was an all-day affair that invited vloggers to mingle with beauty suppliers and learn about their products, receive beauty tips and tricks on hair and makeup, enjoy massages and more. The day concluded with a Red Carpet event, including cocktails, hors d’ oeuvres and a fashion show debuting the “just be…” spring 2015 apparel collection at Family Dollar.
Between 10 and 15 suppliers and 15 vloggers participated in the event, which featured the appearance of actress and Family Dollar beauty ambassador Vanessa Williams.
In addition, vloggers were invited to participate in a walkthrough of a Family Dollar store in Brooklyn.
To learn more about the “Faces of Fabulous” campaign and how Family Dollar is working to increase awareness of its African-American beauty brands, DSN caught up with Jocelyn Wong, SVP, chief marketing officer for Family Dollar. Click here to read more.
Walmart intros pickup concept
BENTONVILLE, Ark. — Walmart began testing Walmart Pickup – Grocery, a new same-day pickup concept, on Sept. 29. The retailer continues to explore new ways to make shopping faster and more convenient by integrating its digital and physical assets. Located in Bentonville, Ark., Walmart Pickup – Grocery enables customers to place grocery orders online and schedule a pickup time at no additional charge.
“We look at this as an opportunity to allow customers to shop how they want to, when they want to,” said Jeff Davis, Wal-Mart U.S. EVP and CFO, who discussed the concept during an analyst presentation in June. “Within this depot, it will have access to about 10,000 items. … These are high-volume items. It’s not only in grocery and fresh and dry, but also it includes anything in our over-the-counter market.”
If the concept takes off, the convenience play may be of particular appeal to millennial shoppers, who don’t take the time to plan their meals ahead as often as their baby boomer elders do. According to the Food Marketing Institute’s U.S. Grocery Shopper Trends 2014, while millennials make lists before they shop, 37% of them do so right before the shopping trip. And for younger generations in particular, planning for a shopping trip is much more likely to be about building a meal or other eating occasion rather than stocking up the pantry. More than one-quarter of all meals consumed by twenty-somethings include items purchased earlier in the day.