Wal-Mart to use e-mail effort to promote expanded Web offerings

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Wal-Mart will support its recent addition of thousands of personal care products to its online offerings via e-mail marketing and other direct initiatives.

In its latest move to expand the selection of products at walmart.com, the company has added health and beauty items, diapers, vitamins and over-the-counter medicine. These products are available for home delivery at a charge of 97 cents per item.

The retailer will support the launch via promotions on the Walmart.com home page and e-mails to its opt-in database of customers, said company spokesman Ravi Jariwala, via e-mail.

“Marketing support will also be driven through Wal-Mart advertising, including circulars,” he added.

The company has recently taken steps to significantly expand its selection at Walmart.com. In August, the multichannel retailer launched a third-party marketplace enabling other retailers to sell over 1 million products in various categories on the site.

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