Wal-Mart Tests Its Own Candy Store Within a Supercenter

Discussion
Feb 01, 2002
George Anderson

Bentonville, Arkansas-based Wal-Mart Stores, Inc. began testing a candy store-within-the-store
concept in three of its Supercenters in December. The approximately 500-square-foot
to 900-square-foot Kid Connection stores replace subleased areas near the registers.

Moderator Comment: Five Questions for Wal-Mart’s Kid
Connection


Wal-Mart continues to stay focused on its “retailtainment”
strategy and it clearly sees the Kid Connection as an opportunity to drive take-home
candy sales. If this concept tests successfully, it will be interesting to see:



  1. What Wal-Mart does with its existing inline candy
    sections?

  2. What role single-serve candy plays in this new s-w-t-s
    and if that impacts Wal-Mart’s checkout merchandising?

  3. Will Wal-Mart use this new section to add space/variety
    for lower-tier or specialty candy suppliers or will it use the Kid Connection
    to inventory more top 20 items?

  4. How will Wal-Mart use this section to drive complementary
    product add-on sales?

  5. If this concept works in the supercenters, will Bentonville
    export the Kid Connection or other variation to its Division 1, Neighborhood
    Market and Sam’s properties? [George Anderson – Moderator]

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