Marketing in-store is one of the best things a retailer can do. It might look like selling online is great, but in reality regular brick and mortar stores can offer amazing experiences to their customers, exactly at the point of sale. This is truly unparalleled as it all happens when the customer is on shopping-mode, is engaged and ready to buy.
For someone like Walmart, this is a great way to stay ahead of the competition – it is one of the largest in the world as it is! And for brands, it can be what seals the deal. Brands very often have to compete with rivals, trying very hard to differentiate themselves in a market of similar products, and win over customers. Brands can use in-store advertising to differentiate themselves from the competition, sell to customers who are in the mood to buy, sell products that need an extra push and shamelessly leverage impulse buying!
Brands have the opportunity to tell their stories in a very powerful manner right where the sales happen, and educate and even convert customers.
Walmart Connect saw explosive growth during the pandemic when everyone shopped online. Now the master strategy is to connect its massive store footfalls (as people have started to prefer physical shopping) with its ad business. Up until now, Walmart Connect has only focused on digital ad formats and channels which are something that various brands can use to engage those who are on Walmart.com. Now that both digital and physical are emerging as areas of intense competition for all kinds of brands trying to differentiate themselves and woo customers.
Radio is already there at Walmart in all of its stores. Introducing ads in it is a great benefit for brands or for Walmart itself as it seeks to sell its own home-products. There is nothing as persuasive as a voice that sells a brand in the background as you shop! Any indecision or fence-sitting will go right out the window. It is a great non-obtrusive way to get the attention of shoppers, as they browse the aisles. Since some of the ads and the music would be on a loop and will be played over and over, the message can be reinforced in customers’ minds as they shop.
And when there needs to be some omnichannel magic thrown in the mix, there is a QR code that connects the cart to a custom landing page!
All in all, these are great ways by which Walmart chooses to engage in-store shoppers, giving them a great experience as they shop along with giving brands a wonderful opportunity to connect with and market to the customer right when he is ready to buy!