Target Gives New Life To Potboilers, WalMart Turns Up The Heat

Target, which has long built its reputation on its eye for good design, is further distinguishing itself as a purveyor of finer taste (by big box retailer standards, at least). The 1,700 location chain is using its ‘Bookmarked Club Pick‘ program to turn its loyal shoppers into rabid readers—and catapulting unwitting authors into significant sales territory at the same time. By positioning Target-exclusive editions in prominent shelving locations throughout stores, authors like Tatiana de Rosnay—whose initial dud Sarah’s Key went on to sell 145,000 copies through Bookmarked—are finding themselves with a second chance at a literary career.
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Walmart has launched an aggressive push to have marketers divert their consumer media and marketing budgets into the giant retailer’s growing ad budget and in-store marketing programs, using a simultaneous push to clear underperforming brands off its shelves as extra leverage.
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