New & Notable in Major Retailers: December Update

Paying attention to how major, national retailers interact and engage with their customers can often be a source for inspiration for organizations both large and small. It can also be a way to better understand the ever-changing needs of the modern consumer as well. Costco, Kohl's, Target, and Walmart/Sam's Club have a lot of insight to offer about where consumers are today and where they may be headed.

Costco

Costco continues to open new stores in a wave of aggressive expansion, despite continued economic uncertainty.

• Costco is opening more than 20 stores all across the country.
• New locations include those in Connecticut and North Carolina, among others.
• Costco is also expanding into other countries like Pontault Combault, France, and Bilbao, Spain — all of which will be open by the end of the year.

Brand Takeaways

The company is expected to open more than 20 new stores by early 2022, a trend that shows no signs of slowing down anytime soon. Much of this is fueled by the company's ability to keep up with trends while retaining quality simultaneously, something that your brand should focus on to gain a foothold with one of the biggest retailers in the world. This is something that international customers have shown is important to them, too — as evidenced by Costco expanding into France and Spain. An emphasis on high-class, affordable goods is an ideal way to make your presence known for Costco.

Kohl's

Kohl's has also been enjoying a decidedly successful year. In early November of 2021, they announced plans to open their 1,100+ stores nationwide at 5:00AM on November 26th to officially kick off the Black Friday shopping season.

• Savings and holiday deals lasted throughout November
• Launching several new and interesting product lines has certainly fueled much of Kohl's current trajectory.
• In addition to being the exclusive retail outlet of Moral Code x Donald Driver Footwear, they also partnered with actress and entrepreneur Reese Witherspoon on a clothing line designed to "inspire discovery among customers" ahead of the spring season.

Brand Takeaways

Kohl's is a forward-thinking brand that is willing to adapt to the ever-changing demands of consumers. To establish a relationship with the company, your brand would need to commit to offering value above all else. People want to know that their hard-earned money is spent in the right place. Therefore, demonstrating that your products are the perfect meeting point between value and quality is a great way to make the right type of impression to this national audience.

Target

Target has enjoyed a tremendous amount of success lately as well with holiday campaigns and the season of giving:

• In addition to launching their traditional holiday marketing campaign, they've also participated in Hispanic Heritage Month.
• Target actively shared military family stories for Veterans Day
• Target launched a product line capitalizing on the pandemic-influenced trend of pet adoption, embracing the rise of what many are calling the "Fur Baby."

Brand Takeaways

Establishing a relationship with Target will require your own business to demonstrate that you care about the same things that they do. This holiday season, Target’s emphasis has been towards celebrating families — including furry family members. Showing your brand’s commitment to community, family, and diversity is key to developing your relationship with Target.

Walmart & Sam's Club

Walmart and Sam's Club have continued to battle the current supply chain difficulties at every corner.

• In early November, Walmart made the unprecedented move of hiring new supply chain workers at facilities in North Carolina at a highly competitive rate of $20 per hour.
• They also announced the launch of the first ever eyewear collection created by legendary musician Elton John.
• Organizational leadership also doubled down on the idea that "we're all in this together" — working hard to welcome Afghan refugees during a time when much support is needed.

Brand Takeaways

Walmart and Sam's Club have developed a reputation of being focused on offering their customers as much value as possible, and the last year has certainly been no exception. Between paying their employees more competitive rates and launching partnerships with beloved individuals like Sir Elton John, it's clear that both organizations are focused on keeping up with trends and retaining as much quality as possible at the exact same time.

If your brand wants to both build and grow your relationship with Walmart, you need to be prepared to showcase the raw value that your products bring to the table. It's something that the company's customers have shown they want, which is why Walmart is putting a heavy emphasis on it.

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