The retailer cited Walmart Connect as an important part of its overall strategy, noting that it will be strengthened by other company initiatives. Its Walmart+ loyalty program, for example, will generate shopper data, while the expansion of its e-commerce marketplace will increase the number of sellers who can benefit from the program.
The retailer identified three of focus for Walmart Connect:
Growing offerings across its digital properties: Walmart Connect uses Walmart.com, pickup and delivery, and the mobile app to offer holistic campaigns across the digital shopper experience. This part of the business is growing fast, Walmart noted, with revenue doubling and the number of advertisers more than doubling the last fiscal year.
Introducing innovative in-store experiences: Walmart is now offering media activations on in-store TV walls and self-checkout screens with nearly 170,000 digital screens across more than 4,500 stores. Many brand messages can be delivered with date, time and geographic specificity, and more opportunities for brands to be included in in-store experiences and sampling opportunities — such as the Walmart Drive-in — will be offered over time.
Expanding offsite media opportunities: Walmart Connect will leverage first-party shopper data to drive media performance for advertisers outside of Walmart’s proprietary sites. It has partnered with adtech company The Trade Desk for a demand-side platform for suppliers and their media and ad agencies for the 2021 holiday season.
“Walmart has always connected customers and the great brands they love, and now we have the ability to offer an easy-to-use platform to enhance those connections at scale,” said Janey Whiteside, Walmart chief customer officer, in a statement. “We’ve built a substantial business that can serve clients in a way no one else can — as a closed-loop omnichannel media company. By expanding our offerings we’re creating measurable value for our partners and customers alike in our ecosystem and beyond.”