Shopper Marketing - January 2017 - 98


INSTITUTE STRATEGIST

Walmart Emphasizes Mobile
Branded efforts coincide with fortified offerings from the
mass merchant itself
By Patrycja Malinowska

Walmart is increasingly engaging smartphone-wielding shoppers with custom displays from national brands that gain placement by helping the mass merchant provide
an omnichannel shopping experience for its
increasingly mobile-savvy shoppers.
During the holiday season, SC Johnson's
Glade earned secondary merchandising
space in Action Alley with Shazam-enabled
half-pallet displays. One merchandised
limited-edition PlugIns scentedoil refills and invited shoppers to
"Shazam to unlock Glade holiday
surprises." Another stocked candles and employed similar creative
with a "Light Up Your Holidays with
Scent" message. (In addition to the
custom displays, in-store support
for the brand included a holidaythemed Smart Network ad.)
Participants who scanned the
display with the Shazam mobile
application were taken to a landing
page that presented the brand's
scents as "little bursts of joy the
98

SHOPPER MARKETING JANUARY 2017

whole season through." The destination offered a 15-second "Joy of Giving" video and
invited visitors to listen to the "Glade Joy
Jams" playlist or play the song "This Is My
Wish" via Spotify.
The landing page also offered a link to
$3.55 in coupons, though the experience
fell a bit short when mobile users were informed that "coupons aren't available on
mobile devices." Instead, they were instruct-



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