Shopper Marketing - May 2017 - 49

devices than Amazon.com shoppers.
That includes Amazon's own Alexa and
Echo devices, the two most frequently
purchased smart home products by both
groups of shoppers. Among Walmart.
com shoppers in the survey, 20% owned
an Alexa and 19% owned an Echo; both of
those figures were 8 points higher than
they were for Amazon.com shoppers.
Still, it is difficult for any retailer to
claim a clear loyalty advantage online -
with any group - because of the agnostic nature of internet shopping, Caldwell
says. "The online shopper doesn't care
who they buy from, as long as they get
what they want at the best price. That is
why you are seeing the constant headlines about price wars particularly in the
online grocery sector, which is heating
up a lot," he says.

Scanning the E-Commerce
Opportunities
For Walmart's myriad e-commerce partners, the best growth opportunities may

lie in a specific group of categories in
which Walmart.com is showing relative
strength, according to the Catapult survey. Those include groceries, paper supplies and household cleaning, where it
has a slight lead over Amazon.com, as
well as pet care and personal care products, where it is only slightly behind the
leader. Amazon, meanwhile, holds a significant lead in a variety of entertainment
categories, beauty supplies and household appliances. (For a complete list, see
chart on page 43.)
In order to leverage these strengths,
it is imperative for Walmart's marketing
partners to maintain a strong and consistent brand presence across all of the
retailer's digital and physical platforms,
says Cassie Wenger, creative director
and Walmart team member at Catapult. "When brands go to market, they
need to be thinking about and executing
against a connected, simple experience
for the shopper that lives both online and
offline," she says.

"Brands need to be executing against
a connected, simple experience for
the shopper that lives both online and
offline."
Cassie Wenger, creative director &
Walmart team member, Catapult
MAY 2017 SHOPPER MARKETING y

49


http://www.Amazon.com http://www.Walmart.com http://www.Amazon.com http://www.Amazon.com

Table of Contents for the Digital Edition of Shopper Marketing - May 2017

Contents
Shopper Marketing - May 2017 - Intro
Shopper Marketing - May 2017 - 1
Shopper Marketing - May 2017 - 2
Shopper Marketing - May 2017 - 3
Shopper Marketing - May 2017 - Contents
Shopper Marketing - May 2017 - 5
Shopper Marketing - May 2017 - 6
Shopper Marketing - May 2017 - 7
Shopper Marketing - May 2017 - 8
Shopper Marketing - May 2017 - 9
Shopper Marketing - May 2017 - 10
Shopper Marketing - May 2017 - 11
Shopper Marketing - May 2017 - 12
Shopper Marketing - May 2017 - 13
Shopper Marketing - May 2017 - 14
Shopper Marketing - May 2017 - 15
Shopper Marketing - May 2017 - 16
Shopper Marketing - May 2017 - 17
Shopper Marketing - May 2017 - 18
Shopper Marketing - May 2017 - 19
Shopper Marketing - May 2017 - 20
Shopper Marketing - May 2017 - 21
Shopper Marketing - May 2017 - 22
Shopper Marketing - May 2017 - 23
Shopper Marketing - May 2017 - 24
Shopper Marketing - May 2017 - 25
Shopper Marketing - May 2017 - 26
Shopper Marketing - May 2017 - 27
Shopper Marketing - May 2017 - 28
Shopper Marketing - May 2017 - 29
Shopper Marketing - May 2017 - 30
Shopper Marketing - May 2017 - 31
Shopper Marketing - May 2017 - 32
Shopper Marketing - May 2017 - 33
Shopper Marketing - May 2017 - 34
Shopper Marketing - May 2017 - 35
Shopper Marketing - May 2017 - 36
Shopper Marketing - May 2017 - 37
Shopper Marketing - May 2017 - 38
Shopper Marketing - May 2017 - 39
Shopper Marketing - May 2017 - 40
Shopper Marketing - May 2017 - 41
Shopper Marketing - May 2017 - 42
Shopper Marketing - May 2017 - 43
Shopper Marketing - May 2017 - 44
Shopper Marketing - May 2017 - 45
Shopper Marketing - May 2017 - 46
Shopper Marketing - May 2017 - 47
Shopper Marketing - May 2017 - 48
Shopper Marketing - May 2017 - 49
Shopper Marketing - May 2017 - 50
Shopper Marketing - May 2017 - 51
Shopper Marketing - May 2017 - 52
Shopper Marketing - May 2017 - 53
Shopper Marketing - May 2017 - 54
Shopper Marketing - May 2017 - 55
Shopper Marketing - May 2017 - 56
Shopper Marketing - May 2017 - 57
Shopper Marketing - May 2017 - 58
Shopper Marketing - May 2017 - 59
Shopper Marketing - May 2017 - 60
Shopper Marketing - May 2017 - 61
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Shopper Marketing - May 2017 - 91
Shopper Marketing - May 2017 - 92
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