The Sunday paper weighted an extra pound this morning with every merchant and
their dog including Memorial Day circulars. Best Buy assumes we want a wide screen TV every week, and will keep featuring their selection until we buy. Most merchants assume we are interested in seasonal goods. This is a promising approach, but with mixed execution. Sears, for example, assumes we want paint (puke green), sandals, tees, tanks, shorts, gas grills and patio sets for Memorial Day. Their circular cover lacks art direction and we are immediately unmotivated. Kmart on the other hand, has fewer products, more white space and a simple theme. There are two sizes of gas grills, Lays chips and Pepsi soda, and Scott Paper towels to clean-up when we are done. The art direction is far superior and we are motivated to shop. Now, then—assuming these folks are smart, they will perform a square inch analysis of the results of these circulars, and guess who wins? (The winner is whoever stocked the proper inventory level of the merchandise.)
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