Shopper Marketing - July 2016 - 79


That's because, as Toporek notes, product
Ensuring success will rely on effective digital
information on Walmart.com also impacts the
asset management (DAM).
retailer's brick-and-mortar sales. Deloitte finds
"At every stage of the journey, the role of
that 64% of all in-store sales are influenced by
information rises to the top of the list of what's
digital activity. And Field Agent finds that 84%
important to shoppers," concludes the 2015
of consumers research a product online that
"Pulse of the Online Shopper" report from
they plan to buy in a store.
comScore Inc. and UPS. In fact, 73% of the
Yet some product manufacturers are still
5,000-plus online shoppers surveyed in the
hesitant to allocate the resources needed to
report called "detailed product information"
ensure that their product content is accurate
important to their selection process.
and consistent across the digital universe. And
On the flip side, 66% of digital shoppers say
if manufacturers don't supply the content
they abandon a website if they don't find the
themselves, retailers are forced to "cobble it
information they need, according to Salsify,
together, which leads to an incomplete/inconBoston, and 87% say they're unlikely to buy
from a brand again after experiencing inaccurate product data, according to Chicago-based Shotfarm.
Both companies are specialists in
product information management
(PIM).
"If you look at it from the consumer perspective, there are things
Danny Silverman, SVP of customer strategy, Clavis Insight
[shoppers] do in the store, like picking up the package, that make them
sistent digital shelf and a poor shopper expefeel comfortable with their purchases. Online,
rience that impacts sales for everyone," says
we have to provide all the content they need to
Michael Murray, CEO of content builder itemmake them feel just as comfortable," says Dan
Master LLC, Skokie, Illinois.
Toporek, vice president of PR/corporate comThe problem is widespread: an estimated
munications for Walmart Global eCommerce
33% of abandoned digital shopping carts are
& Technology.
caused by incorrect or misleading information.
"The quality and completeness of the data
And some experts estimate that nearly every
submitted is the single biggest influence on
product detail page contains some type of
your sales growth and brand loyalty," Walmart
data error.
stated in an August 2015 letter to suppliers
"We spend so much time making sure
about the aforementioned initiative - the latthat we've got the greatest packaging on the
est step in an aggressive plan that has taken
shelf," says Steve Kinsey, manager of digital
Walmart.com's product library from 2 million
shopper marketing & e-commerce strategy at
to 9 million units in just a few years.

" You can't start determining effective
content strategies if you're constantly
dealing with factual errors."

JULY 2016 SHOPPER MARKETING y

79


http://www.Walmart.com

Table of Contents for the Digital Edition of Shopper Marketing - July 2016

Contents
Shopper Marketing - July 2016 - Intro
Shopper Marketing - July 2016 - 1
Shopper Marketing - July 2016 - 2
Shopper Marketing - July 2016 - 3
Shopper Marketing - July 2016 - Contents
Shopper Marketing - July 2016 - 5
Shopper Marketing - July 2016 - 6
Shopper Marketing - July 2016 - 7
Shopper Marketing - July 2016 - 8
Shopper Marketing - July 2016 - 9
Shopper Marketing - July 2016 - 10
Shopper Marketing - July 2016 - 11
Shopper Marketing - July 2016 - 12
Shopper Marketing - July 2016 - 13
Shopper Marketing - July 2016 - 14
Shopper Marketing - July 2016 - 15
Shopper Marketing - July 2016 - 16
Shopper Marketing - July 2016 - 17
Shopper Marketing - July 2016 - 18
Shopper Marketing - July 2016 - 19
Shopper Marketing - July 2016 - 20
Shopper Marketing - July 2016 - 21
Shopper Marketing - July 2016 - 22
Shopper Marketing - July 2016 - 23
Shopper Marketing - July 2016 - 24
Shopper Marketing - July 2016 - 25
Shopper Marketing - July 2016 - 26
Shopper Marketing - July 2016 - 27
Shopper Marketing - July 2016 - 28
Shopper Marketing - July 2016 - 29
Shopper Marketing - July 2016 - 30
Shopper Marketing - July 2016 - 31
Shopper Marketing - July 2016 - 32
Shopper Marketing - July 2016 - 33
Shopper Marketing - July 2016 - 34
Shopper Marketing - July 2016 - 35
Shopper Marketing - July 2016 - 36
Shopper Marketing - July 2016 - 37
Shopper Marketing - July 2016 - 38
Shopper Marketing - July 2016 - 39
Shopper Marketing - July 2016 - 40
Shopper Marketing - July 2016 - 41
Shopper Marketing - July 2016 - 42
Shopper Marketing - July 2016 - 43
Shopper Marketing - July 2016 - 44
Shopper Marketing - July 2016 - 45
Shopper Marketing - July 2016 - 46
Shopper Marketing - July 2016 - 47
Shopper Marketing - July 2016 - 48
Shopper Marketing - July 2016 - 49
Shopper Marketing - July 2016 - 50
Shopper Marketing - July 2016 - 51
Shopper Marketing - July 2016 - 52
Shopper Marketing - July 2016 - 53
Shopper Marketing - July 2016 - 54
Shopper Marketing - July 2016 - 55
Shopper Marketing - July 2016 - 56
Shopper Marketing - July 2016 - 57
Shopper Marketing - July 2016 - 58
Shopper Marketing - July 2016 - 59
Shopper Marketing - July 2016 - 60
Shopper Marketing - July 2016 - 61
Shopper Marketing - July 2016 - 62
Shopper Marketing - July 2016 - 63
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Shopper Marketing - July 2016 - 76
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Shopper Marketing - July 2016 - 78
Shopper Marketing - July 2016 - 79
Shopper Marketing - July 2016 - 80
Shopper Marketing - July 2016 - 81
Shopper Marketing - July 2016 - 82
Shopper Marketing - July 2016 - 83
Shopper Marketing - July 2016 - 84
Shopper Marketing - July 2016 - 85
Shopper Marketing - July 2016 - 86
Shopper Marketing - July 2016 - 87
Shopper Marketing - July 2016 - 88
Shopper Marketing - July 2016 - 89
Shopper Marketing - July 2016 - 90
Shopper Marketing - July 2016 - 91
Shopper Marketing - July 2016 - 92
Shopper Marketing - July 2016 - 93
Shopper Marketing - July 2016 - 94
Shopper Marketing - July 2016 - 95
Shopper Marketing - July 2016 - 96
Shopper Marketing - July 2016 - 97
Shopper Marketing - July 2016 - 98
Shopper Marketing - July 2016 - 99
Shopper Marketing - July 2016 - 100
Shopper Marketing - July 2016 - 101
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Shopper Marketing - July 2016 - 119
Shopper Marketing - July 2016 - 120
Shopper Marketing - July 2016 - 121
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Shopper Marketing - July 2016 - 138
Shopper Marketing - July 2016 - 139
Shopper Marketing - July 2016 - 140
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