In order to resonate with a diverse range of consumers, Walmart launches two back-to-school shopping campaigns—one directed at elementary-aged children and another for college students.
The COVID-19 pandemic disrupted life as we know, posing many restrictions pertaining to everything from professional tasks to social life. In the United States, many are unsure whether children and students will be physically in educational institutions. Picking up on this and trying to emulate the spirit of the situation in a compassionate manner, Walmart's back-to-school shopping campaigns show students both within the school buildings and then again from their homes. This seamlessly reflects the duality of the situation and positions Walmart as a retailer who is there for both occasions.
Dual Back-to-School Shopping Campaigns
Walmart Launches Ads for Both Elementary Schools & Colleges
Trend Themes
1. Diverse Back-to-school Campaigns - Retailers like Walmart are creating multiple campaigns to reach a wider range of consumers and reflect the duality of the COVID-19 situation.
2. Online and In-person Education - As the pandemic changes the way education is delivered, there is opportunity to innovate on both traditional in-person learning and remote online learning.
3. Compassionate Marketing - Companies like Walmart are using marketing strategies that show empathy and understanding towards consumers during these uncertain times.
Industry Implications
1. Retail - Retailers have the opportunity to create multiple targeted campaigns that reflect the duality of the pandemic and attract a wider range of consumers.
2. Education - There is a need to innovate on both in-person and online education as the pandemic has drastically altered the way education is delivered.
3. Marketing - Companies can differentiate themselves by using marketing strategies that show empathy and understanding towards consumers during the pandemic.