Brands Need to Use New Consumer Touch Points Post-Pandemic, Says Walmart
When a new retail normal emerges post-COVID-19 pandemic, brands need to be ready to reach shoppers directly in their homes and through the use of new touch points, reported Walmart Media Group. It’s important to integrate communication, technology and data…
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across platforms; Walmart measures the impact of sales across e-commerce, brick-and-mortar and hybrid shopping trips that are a mix of both, it said. Central to its ad-technology platform is the ability to measure the effect of digital advertising on total sales, both on the retailer’s site and app and in physical stores. This includes recently added touch points in Walmart stores, it said, such as an improved 4K TV wall, ads on self-checkout screens, short-form videos on shoppers’ devices during curbside pickup, and geo-aware ads that appear in the Walmart app’s store mode. “Every time a shopper buys something either online or in a physical store -- or searches or views a product on one of our digital properties -- we take these billions of shopping signals and use them to determine how best to influence these shopping journeys,” said Vice President-Strategy and Transformation Stephen Howard-Sarin. Walmart uses the first-party data to “tell brands which shoppers buy cat food or dog food, how many times the relevant households saw their ad, and whether those households bought their brand online or walked into our store and made a purchase.” It can also tell whether households targeted with ads “behaved differently than those who were not.”