RetailWire Christmas Commercial Challenge: Target vs. Walmart
Two retailers not named Amazon.com that are looking to keep their comparable sales winning streaks going are Target and Walmart. Unlike Amazon, which has more limited physical location options, Target and Walmart feature their stores as a key convenience to customers. The two rivals play to their unified commerce advantage in spots produced for the Christmas selling season.
Target has been clear about its intention to convince Americans that it is the most convenient retailer to shop, and its “All The Ways” holidays spot is focused on the options that support that brand proposition, including free two-day shipping, drive-up service, in-store order pickup and same-day delivery via Shipt. The commercial uses Meghan Trainor’s “All The Ways” as its backing track in what appears to be an attempt to appeal to younger consumers in need of a Target run.
While Walmart’s “Give It To Me” goes old school with its “Give It To Me Baby” soundtrack by Rick James, its message is present-day, featuring the retailer’s ability to provide gifts for everyone, including self-gifters. Convenience, in the form of Walmart’s mobile app and in-store pickup, is also a key element in the messaging.
DISCUSSION QUESTIONS: What is your critique of Target’s “All The Ways” and Walmart’s “Give It To Me” commercials? Which retailer does a better job of connecting with its core customers while reaching out to new shoppers?