Shopper Marketing - May 2017 - 28
"We really need to look at it in the context of both the
physical store - which will absolutely be relevant - and that
website, and if we don't, the experience will fall flat."
Rick Neuman, Walmart Canada
building much bigger baskets easier by letting users add multiples of an item with one
click. Additional upgrades include a new style
of thumbnail that lets visitors shop directly
from search results pages, shelf pages, category pages or even the home page.
On the operations side, Neuman also noted
that the traditional e-commerce triangle that
made traffic, basket and conversion (and in
some cases engagement) the holy grails of
e-commerce is now irrelevant.
"If you're just transactional, you're not leveraging the power of digital in a sufficient
way," said Neuman, indicating that traffic is
less important and the goal is no longer to
convert every visitor, so those metrics aren't
very useful. The division transitioned its store
management teams into market management teams who get full credit for the sales
that land within their area and are incentivized based on how well they engage their
community and allow them to fully participate in what Walmart has to offer.
"It's a starting point, but it's not sufficient,"
Neuman said of layering these enhancements
onto the preexisting website. "As an industry we're going to have to break it down and
build new experiences that have this concept
in mind from day one."
He imagines that what comes after a "one
stop shop" is a "no stop shop" that offers a
strong assortment of product, unrestricted
access (to the point of being able to transact
anywhere, whether that is Facebook or WhatsApp), speed, automation (with services such
as subscriptions) and personalization.
"As we tear down how the basics of shopping are happening and build it back up, if you
leverage e-commerce from the start, then the
way that you package it back together will be
fundamentally different from the way you're
doing it today," Neuman said.
Shoppers also have much more power,
provided to them by Google, Facebook and
smartphones. They are able to buy directly
from brands, which are now growing much
faster than they could have before the internet. Shoppers also can easily exchange ideas,
information and opinions with friends and
Continued from Page 2
"We're seeing big shifts in ethnic, generational and income makeup in our customers
in the U.S.," Hahn said. "We're becoming more
and more diverse."
y SHOPPER MARKETING MAY 2017