Walmart Pushes Wii Fit for Mother’s Day
Posted on: Sunday, 4 May 2008, 10:05 CDT
Visitors to Walmart’s Web site this weekend won’t be greeted with ads driven by traditional Mother’s day gifts like flowers and jewelry.The company has decided to push the upcoming release of Nintendo Co Ltd’s “Wii Fit” video game – a exercise program that uses a pressure-sensing board as its controller.
Online shoppers who pre-order the game, intended to launch May 19 in the U.S., will also receive a $10 online gift card.
"Initial response is extremely strong, and we're feeling really good about Nintendo Wii Fit dominating the home page," said Kelly Thompson, Walmart.com's chief merchant, of early shopper demand for the game. "... We really like the angle of marketing it to Mom."
The move comes as retailers look for creative ways to entice shoppers to keep spending amid the economic downturn.
Retailers are now aiming at holidays, such as Mother’s Day, to entice otherwise reluctant shoppers to spend their money.
According to a National Retail Federation Mother's Day survey, consumers, on average, intend to spend $138.63 on the holiday -- down from $139.14 last year.
However, the survey showed great promises in the consumer electronics market, which included digital cameras, digital photo frames and video cameras.
Thompson said Walmart has witnessed the new digital-driven buying trend.
Sales of video game accessories and hardware rose 57 percent in March from last year, according to market research firm NPD.
Sales of gaming hardware, software and accessories hit $1.7 billion in March, led by Nintendo's Wii console, which posted its biggest nonholiday month ever.
"You'll see our marketing programs really reach out to both genders and a range of ages," said Cammie Dunaway, executive vice president of sales and marketing for Nintendo's U.S . operations.
Thompson said that Walmart.com worked alongside Nintendo to promote the Wii Fit game, in order to make sure the gaming company had enough stock to support the increase in demand.
Wii Fit has already sold more than a million units in Japan.
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Source: redOrbit Staff and Wire Reports
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