Shopper Marketing - January 2017 - 100
"Minions" mini-movies as a bonus. Shoppers scanned a QR code on the header
with the Walmart app to access details
about the offer.
The branded efforts coincide with
Walmart's fortification of its own mobile
and digital offerings.
Last summer the retailer lured new consumers to its mobile app by dangling a
$10 e-gift card with a $75 minimum total
on their first in-app purchase from July 2529. A July 25 email supported, linking to
a "Walmart Mobile" landing page within
Walmart.com that boasted all of the app's
SHOPPER MARKETING JANUARY 2017
functions, including Walmart Pay and Savings Catcher.
In the baby department, Walmart has
been promoting the ability to access its
baby registry via the app. Side panels tout
the ability to create, manage and share
registries, as well as browse, scan and add
items. Some stores additionally detail car seats, cribs and other baby
products available online on a
large, in-line flip book that is part of
the retailer's new signage package.
Additional branded signage
along the same vein has included a
new addition to the Lego Group's
Lego in-line display: an aisle violator inviting shoppers to "find more
Lego sets" at Walmart.com/Lego.
In the personal care department,
an aisle violator carrying the logos
of brands including Philips Norelco, Braun and Remington invites
shoppers to scan barcodes with
the Walmart app to view product
During the holiday season,
Walmart took extra steps to provide
its most connected shopping experience ever. The mass merchant made some
of its Black Friday deals available exclusively
through its mobile app, tripled online inventory compared to the previous holiday
season, and made more items available for
store pickup, allocating dedicated employSM
ees to man the service.