Target has a brand personality that's classier than the actual merchandise the chain sells. The retailer has focused on making its stores destinations -- places people actually want to be rather than simply places they go because they ran out of paper towels or need a new bathing suit.
Call it the "Tar-Jay" magic, but it's not an accident and Target (TGT) has carefully cultivated its experience to be both useful and enjoyable. Amazon (AMZN) has a different model since it mostly lacks a brick-and-mortar retail presence. The retailer binds itself to its customers through a mix of price, selection, and convenience.
DON'T MISS: Walmart Makes a Surprise Move Amazon Can't Copy
Whether you need trash bags or a tuxedo shirt, the online retail giant not only has it, it can ship it to you overnight in many cases. In addition, Amazon locks in customers by offering free shipping with Prime. Once people pay that added fee, they feel the need to take more advantage of it.
Walmart (WMT) has neither of these advantages. Its stores are massive and well stocked, but not really a destination. Online, the retailer has only a fraction of Amazon's selection and while it offers two-day shipping for free, it's somehow less attractive than Amazon charging for its shipping.
The giant retailer, however, has one big advantage -- price. That may not make the chain cool, but it does make it a sort of people's champion for its customers. Walmart has decided to lean into that a little bit and do something that embraces its lower-income customer base.
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Walmart Makes a Big Investment in Pickleball
Walmart has partnered with Break the Love to bring "America's fastest-growing sport," Pickleball, to its customers. The chain has embraced the idea that it can help bring the sport to people who might not otherwise get a chance to play by offering 125,000 comped reservations for Walmart customers and associates at pickleball venues around the country.
Like tennis, which it's sort of a variation of, pickleball has largely been a country club and resort sport. Walmart's effort is an attempt to break that by bringing court access, along with all needed equipment to the chain's customers.
"The collaboration aims to break down existing barriers with the sport and make it more approachable by creating new opportunities for customers to have fun, connect with friends and prioritize their wellness. Through this program, Walmart is expanding its commitment to meet customers where they are by offering them ways to add value to their lives," the retailer shared.
Walmart also plans to sell Pickleball merchandise and offer instructional videos on its website.
“We are always looking for ways to create meaningful experiences that encourage our customers to interact with Walmart in new ways,” said Walmart Brand Marketing Vice President Casey Schlaybaugh in a press release. “Walmart is dedicated to supporting its customers and their communities, helping them find and access everyday opportunities to create moments of joy and connection in their lives.”
Walmart Embraces Its Customers
In making this deal and talking about "breaking down barriers," Walmart is acknowledging that many of its customers may not have access to Pickleball in their everyday lives. If they like it, however, aside from access to a court, the actual equipment needed to play is inexpensive.
And, since many communities have public tennis courts -- and painting some new lines makes a tennis court a pickleball court -- it's possible that Walmart's efforts could bring a lot of new players to the sport while bringing courts to places that currently don't have demand for them.
“We’re so proud to have built a footprint large enough to be able to partner with a brand as prolific and iconic as Walmart,” said Break the Love Founder Trisha Goyal. “The company is well recognized for delivering a shopping experience that serves anyone and everyone who walks through their doors. We are also building an experience for the everyday athlete and are thrilled to bring a recreational sport that caters to all skill levels to even more communities through this partnership.”
