Shopper Marketing - May 2017 - 50
"Weaving the brand throughout
the customer experience is vital to
becoming top of their consideration
and conversion set."
Mark A. Fields, senior director
of account services, Catapult
Drew Mathias, senior shopper marketing manager for Georgia-Pacific, says
that Walmart's digital platforms are
proving a critical outlet for the company
to conduct one-to-one marketing with
shoppers throughout the chain.
"We've shifted our approach in the digital space, not just to increase our opportunity in e-commerce, but also to complement [Walmart] shoppers' in-store
and [Sam's] Club experiences," Mathias
says. "Shoppers across retailers are becoming more heavily reliant on digital
not only to save money, but also to save
time. Being able to offer our shoppers
the ability to select the right product at
the right price is just as important as doing so when it is convenient for today's
busy, time-starved consumer. Doing this
with as little 'friction' as possible is the
key to winning these consumers."
Becoming a 'Digital Enterprise'
Walmart Stores CEO Doug McMillon
has made no secret of the challenges
y SHOPPER MARKETING MAY 2017
that the company faces in getting its ecommerce operation to a level that will
jump-start its overall business. "We gave
some others a head start - we're trying to
catch up," he told attendees of the World
Economic Forum in January. "We have to
build technology into the company more
than ever before and become more of a
digital enterprise. That requires different
ways of working."
A series of recent acquisitions could
drive significant e-commerce growth for
Walmart going forward. Last year the
company purchased Jet.com for $3.3 billion, and this year it bought out the online
clothing retailer Moosejaw for $51 million.
Apparel is now the leading online sales
category, according to data from comScore, and Walmart's takeover of Moosejaw gives it an immediate boost with some
400 apparel brands sold on the site, including popular high-end names like Patagonia and The North Face. The company has also upped its stake (to 12.1%)
in the Chinese e-commerce giant JD.com.