Brand News
21 April 2023
Wayfair sets dates for 2023 Way Day deals event: April 26-27
The two-day event will offer the best deals of the year from the home goods marketplace.
Photo by Sidekix Media on Unsplash
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Furniture and home goods marketplace Wayfair has the plans in place for its annual deals event.
Way Day will take place April 26-27, kicking off at midnight on the first day.
The event is set to feature what Wayfair calls its best deals of the year of up to 80% off, as well as free shipping. Sales will include doorbusters from brands like Cuisinart, Dyson and KitchenAid, as well as 24-hour flash deals.
Deals will be featured on the Wayfair On Air video commerce platform, as well as livestreams where customers can win gift cards.
The sales will also extend across Wayfair Brands, including AllModern, Joss & Main, Birch Lane, Perigold and Wayfair Professional.
"With the spring season underway and warmer months ahead, home is top of mind for our customers, and we know that they continue to seek great value as they refresh their indoor and outdoor spaces, plan home improvement projects, and stock up on home essentials," said Steve Oblak, chief commercial officer of Wayfair, in a statement. "This Way Day, we are excited to offer our customers the best prices of the year as well as fast and free shipping across our unparalleled selection for the home."
Way Day is typically held in the spring. Last year, Wayfair added a second deals event in October to capture early holiday shoppers. It was among a host of platforms that rolled out fall events following Amazon’s introduction of Prime Early Access Sale, which was an additional Prime Day-like event.
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Marketing
09 June 2023
'There's a lot of ways to frame value'
Campbell Soup Company CEO Mark Clouse offered thoughts on messaging amid inflationary shifts in consumer behavior.
Photo by Kelly Common on Unsplash
After months of elevated inflation and interest rate hikes that have the potential to cool demand, consumers are showing more signs of shifting behavior.
It’s showing up in retail sales data, but there’s also evidence in the observations of the brands responsible for grocery store staples.
The latest example came this week from Campbell Soup Company. CEO Mark Clouse told analysts that the consumer continues to be “resilient” despite continued price increases on food, but found that “consumers are beginning to feel that pressure” as time goes on.
This shows up in the categories they are buying. Overall, Clouse said Campbell sees a shift toward shelf-stable items, and away from more expensive prepared foods.
There is also change in when they make purchases. People are buying more at the beginning of the month. That’s because they are stretching paychecks as long as possible.
These shifts change how the company is communicating with consumers.
Clouse said the changes in behavior are an opportunity to “focus on value within our messaging without necessarily having to chase pricing all the way down.”
“No question that it's important that we protect affordability and that we make that relevant in the categories that we're in," Clouse said. "But I also think there's a lot of ways to frame value in different ways, right?”
A meal cooked with condensed soup may be cheaper than picking up a frozen item or ordering out. Consumers just need a reminder. Even within Campbell’s own portfolio, the company can elevate brands that have more value now, even if they may not always get the limelight.
The open question is whether the shift in behavior will begin to show up in the results of the companies that have raised prices. Campbell’s overall net sales grew 5% for the quarter ended April 30, while gross profit margins held steady around 30%. But the category-level results were more uneven. U.S. soup sales declined 11%, though the company said that was owed to comparisons with the quarter when supply chains reopened a year ago and expressed confidence that the category is seeing a longer-term resurgence as more people cook at home following the pandemic. Snacks, which includes Goldfish and Pepperidge Farm, were up 12% And while net sales increased overall, the amount of products people are buying is declining. Volumes were down 7%.
These are trends happening across the grocery store. Campbell is continuing to compete. It is leading with iconic brands, and a host of different ways to consume them. It is following that up with innovation that makes the products stand out. Then, it is driving home messaging that shows consumers how to fit the products into their lives, and even their tightening spending plans.
Campbell Soup is more than 150 years old, and has seen plenty of difficult economic environments. It is also a different business today, and will continue to evolve. At the end of the day, continued execution is what’s required.
“If it's good food, people are going to buy it, especially if it's a great value,” Clouse said.
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