1. Walmart – Shopper Events In-Store Activation

2. Shopper Marketing activity is growing at the expense of traditional media

3. Why? Shopper Marketing delivers superior ROI

4. What accounts for its superior ROI?
Media fragmentation and the crowded landscape reduces the impact of traditional media
Focusing on the in-store battleground enables brands to defend directly against the increasing sophistication of Private Label
Data indicating that purchase decisions are made in the aisle itself (not in front of the television or radio) has led to increased focus on targeting the shopper vs. the end consumer
You’ve got to win over mom!
70% of purchase decisions are made in store!
68% of purchases are impulse!
91% of consumers shop without a list!
-Popai -2005

5. In-Store Sampling/Demo is the most commonly used Shopper Marketing tactic

6. Walmart Leads Industry Paradigm Shift
Traditional Demo Model
Shopper Events Model
Walmart Leads Industry Paradigm Shift
vs.
Results not the how
Inconsistent staffing-Independent Contractors
No integration with Merchandising and Marketing objectives
No event oversight or performance evaluation
No Wal-Mart branding and poor supplier branding
Flawed operational design with costly inefficiencies
Unpredictable customer experience
Direct hire employees –Fast Service, Friendly Event Sales Specialist, Clean Event Station
Integration with Merchandising & Marketing objectives
Full analysis of results by employee + paid on incentive
Clear and concise branding
Streamlined program to increase efficiencies
Enhanced customer experience

7. Program Organizational Structure
Shopper Events is the authorized planning and coordinating company for Walmart Stores, Inc.
BRAND
Sales Development
Review and process event requests
Schedule and calendar events
Assign to proper EEC
Audit, analyze and report

8. Shopper Events Process
Supplier Provides Brand Event Calendar
Execution
Coordination
Execution
Planning
Field Coordination
Supplier Brand
Align Brand Plan with Shopper Events Calendaring System
Fulfillment Kits Shipped and Verified
Schedule Event
Walmart Operations
Test Kitchen
Enter Program into Event Execution Company System
Creative Development
Walmart Approvals
Craft Event Manual
Marketing
Buyer

9. In-Store Event Sales & Execution Results

10. Event Stores vs. Non-Event Stores
Incremental Sales
Event Stores vs. Non-Event Stores
Week 1: On TAB & COMAC
Product A
Week 1

11. Event Stores vs. Non-Event Stores
Incremental Sales
Event Stores vs. Non-Event Stores
Product A
Week 2

12. Incremental Sales Event Stores vs. Non-Event Stores
Product B
Week 3

13. Incremental Sales Event Stores vs. Non-Event Stores
Product C
Week 3

14. Event Station Layout In Store
1-2 GM Event Stations
will be setup in the
Departments identified in Blue
2-3 Grocery Event Stations
will be setup in the
Departments identified in Green

15. Contacts Walmart Demo and Events Team Shopper Events Team
Melissa Perry, Sr. Manager Demo and Events
Avery Duvall, Manager Demo and Events
Rosa Reyes-Garcia, Demo and Event Coordinator
Shopper Events Team
Brian Pear, Vice President/General Manager
Marco Rivera, Director of Business Development