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Walmart – Shopper Events In-Store Activation. Shopper Marketing activity is growing at the expense of traditional media.

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Presentation on theme: "Walmart – Shopper Events In-Store Activation. Shopper Marketing activity is growing at the expense of traditional media."— Presentation transcript:

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? 1. Media fragmentation and the crowded landscape reduces the impact of traditional media 2. Focusing on the in-store battleground enables brands to defend directly against the increasing sophistication of Private Label 3. 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 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 Traditional Demo Model Shopper Events Model vs.

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

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

9 In-Store Event Sales & Execution Results

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

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


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