Profile: Walmart takes hardware to Hart
What started as a small rollout at Walmart has quickly come to showcase the retailer’s store brand investment in the hardware category. Late last year, Walmart quietly introduced a private brand for the hardware category called Hart, debuting a small assortment of power tools, a lawn mower and small items like a tape measure. The brand image with blue and white colors, reminiscent of of its parent, debuted with educational images online and welcomed itself to new consumers as a possible gift idea for the holiday season.
By February, however, a full line of 350 items hit stores, blanketing the chain’s hardware departments in that same bold blue color, supported by a high-powered omnichannel marketing campaign that included massive floor displays, social media tie-ins with celebrities, retail-tainment events and more. Walmart was making a statement: the chain was getting serious about hardware and its private label line.
She added that TTI has been a leader in the DIY space for many years. “Combined with Walmart’s customer insights and additional intensive market research, we identified the right mix of products and merchandising execution to reach the Walmart customer.”
Marketing Push
To bring Hart to consumers and tell its DIY story, Walmart’s omnichannel marketing campaign began with the right packaging — a look that did not scare away a casual home improvement shopper.
“We created packaging that was unique within the competitive landscape and that speaks to the DIY customer,” Schaffer said. “The packaging has high visual impact on the shelf and clear benefit callout in order to simplify the purchase decision for the customer.”
After that, Walmart communicated the product through a variety of ways. One play was a spring social media tie-in with home improvement celebrities Leanne and Steve Ford, the duo at the helm of HGTV’s “Restored the Fords.” The Fords — who use their interior design and contracting experience to inspire viewers to handle projects at home — hosted educational videos on the Hart dedicated website and posted videos on their Facebook, Instagram and YouTube channels. Walmart did the same.