Right now, all eyes are on Walmart’s acquisition strategy with this week’s purchase of online plus-size women’s retailer Eloquii. But there’s more happening beneath the surface than just buy, buy, buy.
With a web of acquired, incubated and private-label brands, the retailer is building out a multi-pronged merchandising approach. The idea: An umbrella of exclusive brands will give customers reason to shop with Walmart, instead of other competitors, including, and perhaps most importantly, Amazon.
This way, Walmart also positions itself as a more compelling retail partner to brands to sell through its platform. A customer shopping for Eloquii will have a different experience than someone visiting a Walmart store, and the company intends to keep those separate. Read more
Source : Digiday