Exclusive brands at Walmart on display for baby month
February was “Best of baby month” at Walmart, a seasonal event where baby essentials and items were given extra savings online, and culminated in an in-store educational event called “Party at our Crib” at select locations on Leap Year Day Feb. 29.
The sale online actually dips into the middle of March, so shoppers still can access the savings. But, from a private brand perspective, Walmart definitely used the event to highlight its exclusive brands such as Garanimals and Hello Bello, the organic line from celebrity couple Dax Shepard and Kristen Bell.
Lauren Uppington, vice president of baby for Walmart e-commerce, said the idea of the month was to give Walmart families “the best possible start in life,” including a chance to get “exclusive brands without having to visit a high-end baby boutique." Those brands include Hello Bello diapers, wipes, shampoos and more, and Little Star, organic baby apparel.
The in-store event included samples of products, and game and activities. “Walmart will bring education and excitement to the category,” said Melody Richard, vice president of baby, Walmart U.S. “We want to be a trusted resource to parents.”
Both Uppington and Richard stressed the importance of providing high-quality, affordable products online since 90% of the country living U.S. population lives within 10 miles of a Walmart.
For Walmart’s relationship with Hello Bello, the retailer is also hosting a sweepstakes to celebrate the brand’s first anniversary, awarding 31 lucky families a year’s worth of diapers and wipes. By the end of March, Walmart’s asking for contestants to share their personal story of why they deserve the products and their affinity for the exclusive brand on Instagram using the hashtag #walmartbabycontest for a chance to win. People can also nominate a family and why they should win.