AddThis

Walmart adds stronger digital kick to BTS promo

Walmart kicked off its back-to-school promotional effort the way it does every seasonal selling initiative – with a big emphasis on low prices – but added a stronger digital component this year.

The retailer sought to bring a bit of Black Friday and Cyber Monday magic to its back-to-school efforts with a series of price cuts and limited duration offerings designed to generate sales and drive traffic to its stores and Web site.

On August 1, the retailer began releasing deals tailored to college students looking for the top electronics, dorm décor and school essentials. A series of price rollbacks and special buys were timed to hit at the start of sales tax holidays in select states. Walmart also leveraged its data to have offers hit at a time when there is a spike in online shopping. For example, Walmart declared Monday, August 4 as Cyber Monday with 400 special deals offered online.

“The combination of families stocking up on school supplies, college students shopping for electronics and select state sales tax holidays makes this one of the busiest times of the year for us,” said Steve Bratspies, EVP of general merchandise for Walmart U.S. “We know that customers are searching for ways to save as they prepare for the fall. That’s why we’re making it easier for them to get back to class for less with great deals available on Walmart.com and in our stores.”

Walmart said its busiest days online for back-to-school shopping typically happen during the first two weeks of August and this year the company has expanded the assortment offered as part of the Cyber Monday event.

“Last year we broke records with our first back-to-school Cyber Monday event – it was our biggest Walmart.com sales day outside of the holiday season and we’re making it even bigger this year with more than 30% additional back-to-school items at great prices,” said Kelly Thompson, SVP of merchandising for Walmart.com. “Customers who prefer to shop online or on their mobile devices can get free delivery to more than 4,000 Walmart stores nationwide and directly to their door for select purchases.”

© 2014 Retailing Today. All Rights Reserved.