New Brand Positioning of Retailers

Brand Platform: Emphasis on Lifestyle

The rebranding of Walmart, the world's largest retailer, in 2007 was marked by a shift in its slogan from "Always Low Prices, Always" to "Save money. Live better." This change also influenced its communication approach — the website evolved from a catalog of low-priced products into an enticing showcase with vibrant illustrative graphics and large images of individual colorful items, which display better in the mobile version of the site. Thematic collections tailored to various life events became highly significant. Over time, the brand’s presence on Pinterest gained importance, where inspiring collections from Walmart stores are published with links to the online store. The page receives 1.5 million visits per month.

Brand Strategy: Evolution of Business Models

As in-store retailing reaches its peak, the growth of platform ecosystems, along with omni-channel strategies, is driving the next wave of competition and the evolution of business models. Challenges related to COVID-19 have also prompted retailers to rethink the complexity of their value chains and rewrite their brand strategies. Now, companies need to not only buy and sell products but also understand aspects like online fulfillment, home delivery, data analytics, artificial intelligence, machine learning, and process automation. Given the current shortage of specialists and cash flow issues, retailers should focus not only on purchasing and selling but also on establishing partnerships to acquire other necessary skills.

At Electric Brand Consultants, we have experience in developing and implementing brand strategies that align perfectly with the overall business strategy.