Wal-Mart devoted shelf space in the intimate apparel department of 1,000 of its stores to this month's issue of All You, a magazine distributed exclusively at Wal-Mart stores that is aimed at value-conscious women. The issue featured a six-page advertising section, written in the editorial style of the magazine, that advises women on how to select undergarments that fit properly.
"The promotion is a win-win-win situation," said Diane Oshin, publisher of All You. "It is a win for All You because it gets our magazine integrated into the customer-buying experience. It is a win for Wal-Mart, because it helps create a more informed consumer who will likely get more satisfaction from their purchase. It is definitely a win for the customer because ... the magazine supplies her with information at the point of purchase that gives her a higher propensity to buy the right product to meet her needs."
Through focus groups and a quantitative reader survey, All You created a comprehensive list of the top challenges that women face in their lives. The challenges were rated by readers based on how frequently they encountered the problem, how bothersome they found the problem and how much they would like to read about ways to solve the problem in the pages of a magazine. One of the challenges listed in the top 20 was finding a bra that fits.
The bra-fitting guide is in keeping with the editorial style of the magazine, which focuses on offering its readers price-accessible solutions to everyday concerns. A typical issue of the magazine presents recipes and craft projects along with gift and fitness ideas.
All You launched in September 2004, but not all Wal-Mart shoppers are aware of the magazine. All You's circulation is 70% newsstand based. It is available at all Wal-Mart stores (around 3,600) and has a rate base of 500,000.
Ms. Oshin explained that a major advantage of the promotion, from All You's perspective, is that the magazine's presence outside the magazine section boosted consumer awareness of the title and increased sales. However, All You has not yet analyzed the sales results of the promotion.
Other challenges identified by All You readers include finding healthy foods that are not expensive, finding time and opportunity to exercise, finding pants that fit, saving for college and finding stylish clothes within a budget. All You plans future promotions likely tied to those reader-identified needs in order to reach their readers in locations outside the magazine rack.