Shopper Marketing - May 2017 - 44
" Jet.com is known for an algorithm that
encourages bulk buying. Incorporating
its smart cart model into Walmart's
offering could boost sales."
Scott Caldwell, SVP, client services
& Walmart team leader, Catapult
"Walmart understands that today's
shoppers are omnishoppers: They pick
and choose the channel and the shopping method that suits them in any given
moment," Caldwell says. "Whether it's the
weekly grocery pre-planning process, webrooming, the quick trip or consolidating
a few hours of shopping at the grocery
pickup lane, Walmart is rapidly expanding
the blended-channel concept and providing multiple mediums to assist shoppers
and capture sales."
All of these changes have major implications for the manufacturers who
work with Walmart on e-commerce initiatives. Going forward, it will no longer
be enough for companies to designate
their business with Walmart as in-store
or online only, says Mark A. Fields, senior
director of account services at Catapult.
"As shoppers leverage the digital medium to explore, get inspiration and simply make their lives easier, manufacturers must take part in the process from
end to end," he says. "Weaving the brand
y SHOPPER MARKETING MAY 2017
throughout the customer experience is
vital to becoming top of their consideration and conversion set. As popular
shopping apps and coupon sites generate even greater savings, brand partners
should use these tools to drive shoppers
to Walmart's digital mediums - and to
help to boost their bottom lines."
The Walmart Shopper:
Because of Walmart's sheer size and
scale, its shopper profile typically mirrors that of the overall U.S. shopper.
Additionally, Walmart shoppers exhibit
similar cross-shopping patterns as consumers generally do - i.e., they shop not
only at Walmart stores and on Walmart.
com, but also at all of its top competitors (namely Amazon). These widely accepted observations are consistent with
the top-line results from a new research
study conducted by Catapult's Shopper
Lab. The online survey of 1,400 respondents, which includes an assessment