• by John Gaffney , May 15, 2002

Discount retailers did well in the first quarter. Wal-Mart and JC Penney will attest to that. Some high-end retailers also posted increases, namely Zales Jewelers and Tiffany’s. What do these mixed messages say to media planners and buyers?

According to Yvonne Tocquigny, president of Tocquigny Advertising, it means that planners and buyers need to take another look at what works for retailers and the high-end brands they sell. A stronger connection to in-store display and promotion is needed. And a stronger attachment to key retailers within ad messages is also going to work better in the future.

“I think mass merchants and discount retailers are doing very well with high-end items,” says Tocquigny. “And high-end brands are finding that they can extend into mass retailers without losing their loyal customers. It’s all about value. Any advertising for retailers and with retailers these days needs to stress value.”

Tocquigny specializes in placing high-end brands at mass retail. Her most recent success has been with Keepsake Diamonds, which now has a presence at Wal-Mart, and is selling well. She says Sears' purchase this week of Land’s End is more evidence that mass retailers want to align more high-end products with their brand.

In terms of strategy and execution, advertising should try to drive awareness and foot traffic at key retail partners, according to Tocquigny. Advertising in newspaper circulars is key, and so is tagging retailers in print and TV ads. She also says that mass retail exposure could lessen the need for traditional ads.

“This trend could be actually be bad news for advertising,” she says. “I know for Keepsake, they are much more enamored with the efficiency of the exposure they get from being seen at Wal-Mart than they do with an ad campaign.”