Guess who’s getting into the online continuity business? I’ll give you a hint: it’s the largest retailer on the planet.Yep, it’s Walmart.
So what is the continuity payment for? A preferred customers network? Black Friday deals year round? Nope… handmade, organic, artisanal foods.
Yep, exactly the kinds of hand-crafted, expensive products that the world’s most begrudged mega-retailer is known for. Of course, I’m being sarcastic.
As you’re probably guessing, the name and branding of this new service is entirely distinct from Walmart. The new venture is called The Goodies Company, and for $7/month, customers (it’s invite only at this point) will get a box of specialty foods delivered to their doorstep. From Goodies.co:
For just a $7/month subscription including taxes and shipping, the Goodies Co. box features 5-8 delicious new foods hand-picked and delivered directly to your doorstep. You get to receive a surprise every month, sample new foods and expand your palate without breaking the bank. We always try to include a wide variety of foods, from healthy, organic, artisan, and international.
The really interesting part of this model isn’t the home delivery aspect (which is cool), it’s the fact that users will be incentivized to share their opinions about these products. According to Goodies’ website, users will earn points for their reviews. It’s a social shopping model…
Honestly, it’s a pretty good concept — not for Walmart necessarily… But for a company like Whole Foods or Wild Oats, someone who can afford to invest a little in the frontend; it’s a slam dunk. I gotta say, it’s a weird fit for Walmart. If you wanted to spin it, you could maybe call it innovative?
Of course, it’s gotta be a loss leader… but Walmart has no doubt crunched the numbers and knows that it will ROI. The more interesting question is whether or not high-end food consumers want to buy artisanal foods from Walmart. There are a number of other options out there.
Who ever said that $7 was the ideal price point for a frontend product? Hmm…
Last week, we found out that Amazon was testing out a $7.99 price point for its Prime subscriptions. This week, it’s Walmart…
Along with countless other digital marketers, we’ve been selling $7 reports for over a year now. If you don’t have a $7 frontend product in your funnel, I highly success that you test one. Every business needs