16 TRENDS 2018 SHOPPER MARKETING JANUARY 2018 Walmart has introduced an "On Time, In Full" program in an effort to improve product availability in stores. Has it made things harder for brands? YES 32.8% INSTITUTE ANALYSIS: Two-thirds say Walmart's program hasn't made things harder. For those who answered "yes," here are some of their explanations: NO YES 43.5% NO 56.5% " You can no longer be early." " [It's harder] because they don't have consistency among their buyers." " [Walmart] introduced it - but is unwilling to discuss opportunities for improvement." " To hit Walmart's objective would take a major restructure of our supply chain as well as transportation companies changing how they do business." 67.2% Walmart has narrowed the number of companies who are able to manage supplier displays and other services to five. Is this affecting your business? " Anytime a retailer imposes changes on a brand, it will have ripple effects with their internal processes." INSTITUTE ANALYSIS: Slightly less than half indicated that Walmart's change is affecting their business. For those, it's safe to say their vendor/broker wasn't one of the five. One respondent said of the change: "It's beneficial." Here are some of the other "yes" respondents' thoughts: " Prices have increased and I have less control on the outcome." " Category leaders aren't always big-picture players." " We're forced to leave a company that was effective for lesser quality options." " It's forced us to change our vendor." " It only offers value for those companies who are DSD." " There's less leverage in negotiations." " Less revenue, more demand on-shelf. More service and cost for less revenue." " Limited opportunities." " Limits shopper engagement, retailer differentiation and branding." " More expensive for us." " Our broker was not one of those selected." " The company we used was not one of the five. We are still in negotiations with Walmart and new companies." Walmart's style guide indicates the retailer is less receptive to merchandisers (specifically banning floorstands). Is Walmart enforcing this? YES 50.8% NO 49.2% INSTITUTE ANALYSIS: Survey says: It's 5050 on enforcement. For those who answered "yes," here are some of their comments as to the effect this is having: " There's minimal off-shelf display support. Therefore, not a lot of real estate for us to communicate our messages to shoppers." " Fewer bigger ideas." " More digital vendors to get marketing activity." " Seems to be limiting our ability to drive in-store activation." " Shopper-based solutions are needing to take new formats/approaches." " Shopper programs have lower volume than when displays were included."