Shopper Marketing - May 2017 - 51

Of all these moves, the Jet.com purchase is seen by many experts as potentially having the most impact on
Walmart's business. "Jet.com is perhaps
best known for an algorithm that encourages bulk buying. Incorporating its 'smart
cart' model into Walmart's buy online,
pick up in-store offering could boost the
retailer's overall sales," explains Caldwell.
The significance of the purchase extends
beyond the supply chain: "We're also
seeing a significant restructuring of human resources and additions to the talent pool that will support the next generation of growth for Walmart," he says.
In the meantime, the retailer continues to accelerate the pace of many of its
key digital initiatives. In recent months,
Walmart has blanketed the Southern U.S.
with its grocery pickup service and expanded the program into more than 80
markets. According to Forbes, 90% of the
U.S. population lives within a 15-minute
drive of a Walmart store. That kind of scale
gives the company significant built-in advantages, says its president and CEO of e-

About the
Sponsor

commerce, (Jet.com founder) Marc Lore.
"Leveraging the store capabilities with
in-store pickup is a huge advantage because it avoids last-mile delivery costs,
which is about 70 to 80% of total delivery cost," he recently told analysts. "If
you're able to fulfill stuff in an e-commerce warehouse and you have enough
volume to line haul stuff directly to the
store, your cost to ship is $1 per package.
It's an incredibly powerful asset."
As Walmart draws on all of its assets,
marketers must strengthen their own
commitments in order to ensure further ecommerce gains with the retailer, Caldwell
says. "Today, CPG companies must have
dedicated resources for e-commerce and
a digital strategy with Walmart given the
customer's direction and shoppers," he
says. "However, it is not enough to have
item pages on Walmart.com or dedicate
a certain budget to e-commerce. Suppliers now need to be considering how an
item can succeed in a holistic way across
every shopper touchpoint from online to
SM
in-store."

Catapult is a conversion marketing agency, where
branding and buying are part of a total solution. Catapult's
data-driven approach identifies the core, actionable insights
that inspire brilliant creative with the power to convert
consumers into shoppers, shoppers into buyers, and buyers
into loyal advocates. Catapult delivers channel-agnostic
solutions that are brand savvy, retailer smart, and digitally
enabled. Catapult is an Epsilon brand. Visit them at
www.catapultmarketing.com and on Twitter @catapultmktg.
MAY 2017 SHOPPER MARKETING y

51


http://www.Jet.com http://www.Jet.com http://www.Jet.com http://www.Walmart.com http://www.catapultmarketing.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
Shopper Marketing - May 2017 - 62
Shopper Marketing - May 2017 - 63
Shopper Marketing - May 2017 - 64
Shopper Marketing - May 2017 - 65
Shopper Marketing - May 2017 - 66
Shopper Marketing - May 2017 - 67
Shopper Marketing - May 2017 - 68
Shopper Marketing - May 2017 - 69
Shopper Marketing - May 2017 - 70
Shopper Marketing - May 2017 - 71
Shopper Marketing - May 2017 - 72
Shopper Marketing - May 2017 - 73
Shopper Marketing - May 2017 - 74
Shopper Marketing - May 2017 - 75
Shopper Marketing - May 2017 - 76
Shopper Marketing - May 2017 - 77
Shopper Marketing - May 2017 - 78
Shopper Marketing - May 2017 - 79
Shopper Marketing - May 2017 - 80
Shopper Marketing - May 2017 - 81
Shopper Marketing - May 2017 - 82
Shopper Marketing - May 2017 - 83
Shopper Marketing - May 2017 - 84
Shopper Marketing - May 2017 - 85
Shopper Marketing - May 2017 - 86
Shopper Marketing - May 2017 - 87
Shopper Marketing - May 2017 - 88
Shopper Marketing - May 2017 - 89
Shopper Marketing - May 2017 - 90
Shopper Marketing - May 2017 - 91
Shopper Marketing - May 2017 - 92
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_ecommerce2018
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201708
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201707
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201706
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201705
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201704
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201703
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201702
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201701
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201612
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201611
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201610
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201609
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201608
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201607
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201606
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201605
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201604
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201603
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201602
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201601
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201512
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201511
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201510
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201509
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201508
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201507
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201506
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201505
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201504
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201503
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201502
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201501
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201412
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201411
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201410
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201409
http://www.nxtbook.com/nxtbooks/ptp/sm_201408
http://www.nxtbook.com/nxtbooks/ptp/sm_201407
http://www.nxtbook.com/nxtbooks/ptp/sm_201406
http://www.nxtbook.com/nxtbooks/ptp/sm_201405
http://www.nxtbook.com/nxtbooks/ptp/sm_201404
http://www.nxtbook.com/nxtbooks/ptp/sm_201403
http://www.nxtbook.com/nxtbooks/ptp/sm_201402
http://www.nxtbook.com/nxtbooks/ptp/sm_201401
http://www.nxtbook.com/nxtbooks/ptp/sm_201312
http://www.nxtbook.com/nxtbooks/ptp/sm_201311
http://www.nxtbook.com/nxtbooks/ptp/sm_enhancedpreview
http://www.nxtbook.com/nxtbooks/ptp/sm_201310
http://www.nxtbook.com/nxtbooks/ptp/sm_201309
http://www.nxtbook.com/nxtbooks/ptp/sm_201308
http://www.nxtbook.com/nxtbooks/ptp/sm_201307
http://www.nxtbookMEDIA.com