🛒 Who’s really winning the storage aisle at Walmart?
Walking down this aisle, one thing is obvious: the shopper isn’t choosing between brands… they’re choosing between sizes, colors, and price points.
Blue and grey totes dominate the shelf, clear bins take secondary spots, and pastel bins are sprinkled in at the edges. It’s not Sterilite vs. Rubbermaid. It’s not a brand battle at all.
👉 It’s the retailer — in this case Walmart — that’s winning.
• Shelf space is controlled by private-label style products.
• Price signage emphasizes rollbacks and value.
• Shopper choice is about function + price, not brand equity.
For categories like storage totes, the aisle is fully commoditized. The retailer dictates the assortment, margins, and shopper journey.
But here’s the lesson for CPG/FMCG brands:
If your category risks sliding into commoditization, the only way to defend growth is with insights-driven RGM:
• Run WTP research (Van Westendorp, Gabor-Granger, conjoint) to understand where shoppers will pay more for added value.
• Build retailer-specific packs & promos that differentiate (not just “one size fits all”).
• Use AI-enabled RGM platforms to simulate how price, promo, and pack strategies shift shopper behavior across different channels.
💡 In storage, the retailer owns the shopper. In snacks, beverages, and personal care, the brand can still own the shopper — but only if you invest in the right insights.
Who’s winning in your aisle? And is it the retailer… or your brand?
#RGM #Pricing #CPG #FMCG #WillingnessToPay #Retail
Retail Media & eCommerce Strategist | Driving AI-Driven Growth @ Ferrero | 16Y Experience | +35% FY24/25 eComm Growth | Amazon • Walmart • Target • Instacart
6dCasey’s move is such a sharp reminder that retail media isn’t just an Amazon, Walmart and Target game. From our ShopCom perspective at Ferrero, we’ve seen how regional partners unlock outsized impact when their first-party data meets the right creative + media orchestration. Sometimes the strongest ROI doesn’t come from sheer scale, but from precision — reaching shoppers where loyalty and frequency are highest. What excites me is how this blends trade + eComm + retail media into one playbook. Whether it’s a seasonal tentpole or a convenience-driven mission, having that local signal lets us pivot messaging, assortments, and promos faster than national averages ever could. The lesson? Don’t underestimate the “regional giants.” Their access may be smaller, but their influence on shopper behavior — and their ability to tie media directly to basket sales — can punch well above their weight.