Spark growth in your business Intro Deck.pdf© 2020 Walmart Media Group. Proprietary...
Transcript of Spark growth in your business Intro Deck.pdf© 2020 Walmart Media Group. Proprietary...
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© 2020 Walmart Media Group. Proprietary and Confidential. 11
Spark growth in your business
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© 2020 Walmart Media Group. Proprietary and Confidential. 22
PROPRIETARY & CONFIDENTIAL
These materials are provided pursuant to the parties' confidentiality agreement and are considered Walmart confidential and proprietary information and may
not be disclosed or further distributed without Walmart's express consent.
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© 2020 Walmart Media Group. Proprietary and Confidential. 3333
Customers are in perpetual motion
Walmart’s momentum
Value proposition
Advertising solutions
Agenda
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Spark changeShopper behavior is evolving profoundly and fast
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Omnichannel is everything
Source: Walmart first-party data
The Walmart shopper journey isn’t digital or physical — it’s both
15%of Walmart.com orders are picked up at a physical Walmart store
55%of those customers visit Walmart.comwithin 24 hours before they buy in-store
35%of Walmart store customers visit Walmart.com before they purchase
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Spark growthWalmart is America’s powerhouse retailer
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Our scale is truly massive
#1 4,759
95% 160MM
U.S. retailer 2 U.S. stores2
of America has shopped at Walmart or Walmart.com1
weekly visitors to Walmartstores and online properties2
Source: 1NPD Checkout OmniPanel (BE & eCommerce) 12M# September, 2019; figure is per year. 2Walmart 1st Party Data, 2019.
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The customer is #1. Always.The customer is at the center of everything we do. Walmart is evolving with them and for them.
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Walmart is leading the omnichannel evolutionWe’re using our scale and infrastructure to deliver customer experiences no other retailer can match
Online Grocery pickup at
3,100+Walmart stores
Walmart app store maps for
4,759Walmart stores
Free NextDay Delivery to
75% U.S.on Walmart.com
OFTHE
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Walmart Online Grocery is the industry leaderWe’re innovating to make grocery shopping seamless and convenient for millions of Americans
Same-day delivery from
1,600+Walmart stores
Delivery Unlimited from
1,400Walmart stores
Online Grocery voice order on
Google & Siri
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© 2020 Walmart Media Group. Proprietary and Confidential. 1111© 2019 Walmart Media Group. Proprietary and Confidential. 11© 2020 Walmart Media Group. Proprietary and Confidential. 11
Enabling brands to reach customers at the right time and place delivering highly relevant content and accountable advertising
that enhances the Walmart shopping journey
Ads customers lovePartnerships brands trust
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Our shopper demographic mirrors the U.S. demographic
Age Income Children’s ages Household size Ethnicity
Source: Walmart Investors Reports
<35
36 –
44
45 –
54
55 –
64
65+
<$20
K
$20
–49
K
$50
–99
K
$100
K+
<6 6 –
12
13 –
17
No
child
ren
1 per
son
2 pe
ople
3 –
4 pe
ople
5+ p
eopl
e
Whi
te
Blac
k
Hisp
anic
Asia
n
Oth
er
The Walmart customer base encompasses every income and lifestyle
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We capture customer behavior and purchase information across Walmart propertiesOur proprietary data encompasses 95% of U.S. households
Complete Walmart purchase history
Walmart.com browse & search behavior
Walmart store visits
Demographic information
Billions of data signals from hundreds of millions
of Walmart customers
=
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Only we know which products our customers don’t just consider, but buy — online and in-storeThe Walmart advantage: purchase-based targeting
Source: Nielsen, Multi-Touch Attribution, 2019
Purchase-based
Lookalike modeling
Retargeting
First-party data
Geographic
Online behavior
Contextual
Native
Demographic
Breakeven
3X ROI for CPGPurchase-based
targeting outperforms
other targeting strategies
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Additional targeting options help brands serve the right ad to the right customer at the right timeDeliver your ad in context, based on real behavior
Behavioral Contextual
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Delivering real-time access to campaign metrics
Closed-loop DisplaySelf-serve in-flight reporting
• Campaign metrics
• Attributed omnichannel sales• Omnichannel ROAS
• Splits by online and in-store
Sponsored Products
Self-serve in-flight reporting• Campaign metrics
• Attributed online sales
• Online ROAS
Closed-loop Display In-flight reporting via email
• Campaign metrics
• Attributed omnichannel sales & ROAS
Q1
Q2
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A portfolio of solutions for effective messaging at every step of the Walmart shopper journey Ads customers love, with measurable omnichannel results
Accountable, closed-loop advertising
that only Walmart can deliver at scale
Walmart.comReach everyday and seasonal customers on mobile and desktop devices
Online GroceryReach habitual, repeat customers with high conversion and basket value
OffsiteRemind and re-engage existing Walmart customers across thousands of sites and apps
Extend your reach and influence Walmart customers across Facebook, Instagram and Pinterest
Social
In-storeCapture Walmart customers during transactions and at Online Grocery Pickup.
Online or in-store purchase
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We build partnerships brands trust At Walmart, the goal isn’t to sell more ads. It’s to sell more of your products.
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Customers come to Walmart to discover new productsWalmart.com is a daily destination for searching and browsing
Source: Walmart 1st Party Data, Nov 2018-Oct 2019.
717
12MM
16MMpage views per secondsearches per day
visits per day
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© 2020 Walmart Media Group. Proprietary and Confidential. 2020
Two ad strategies cover all the bases
• Appear onsite on Walmart.com and offsite across the web and social media platforms
• Build awareness and consideration among Walmartcustomers on and off our digital properties
KPIs: Omnichannel sales lift and ROAS
• Appear onsite on Walmart.com
• Capture Walmart customers actively searching our digital properties for specific products
KPI: Online ROAS
Closed-loop Display ads
Sponsored Products ads
Combine Sponsored Products and Closed-loop Display campaigns to reach Walmart customers whether they’re buying, browsing or “just looking”
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Sponsored Products
Control costsYou pay only when customers click your ads.
Get noticedAds appear on Walmart.com where customers will see them—at the top of search results and on product pages.
Increase salesReach motivated customers searching for products like yours and advance them to your product page.
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Closed-loop Display
Onsite Display on Walmart.com and Online Grocery
Offsite Display across the web and social media
Reinforce Onsite Display ads keep your brand and product top-of-mind with active Walmart.com customers.
Recapture Offsite Display ads lead in-market customers back to Walmart.com to buy.
Omnichannel resultsTrack ad-exposed sales not just on Walmart.com but in Walmart stores.
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Stay always on for millions of Walmart customers doing everyday research and shoppingSell strong, all year long
InspirationDisplay
PurchaseOnline and in-store
DisplayElectronics?
DiscoverySponsored Products
ConsiderationOffsite and social
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Brands may now work with select third-party AdTech platforms to automate, optimize and scale their Walmart Sponsored Products campaigns.
Introducing
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Launch and manage your Sponsored Products campaign through any of these trusted API platformsWork with the Walmart Advertising Partner of your choice
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• Buy Walmart Sponsored Products ads through the API partner platform of your choice.
• Access more-efficient tools, bulk operations and campaign optimization.
• Retain your direct access to Walmart Media Group’s current Sponsored Products features.
• Continue your strategic partnership with Walmart Media Group while working with your Walmart Advertising Partner.
More control over your Walmart campaignsConsolidate Sponsored Products ad purchasing and reporting, and get expert support
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Own seasonal and category moments
• Premium lockouts + homepage takeovers
• Audience and contextually targeted display
• Live store activations• Big events• Sampling• Demos• TV Wall
• Drive discovery across search results• Own search results with Search Brand
Amplifier placement• Boost visibility within product pages
In-store experiences High impact display Search results
Omnichannel solutions that only Walmart can deliver at scale
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Online GrocerySpark expansion into a unique Walmart audience
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Source: GCIA Customer Profile 2019.
Walmart Online GroceryMaking shopping more convenient for customers
Walmart is bringing convenience to customers with omnichannel shopping and delivery options.
Our always-connected customers demand real choice. They need to be able to shop anytime and anywhere.
Insight
Strategy
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Source: Supermarket News, 8/14/2019 (https://www.supermarketnews.com/online-retail/walmart-takes-online-grocery-crown-research-shows)
U.S. monthly online-grocery customers
Walmart is the nation’s online-grocery leader62% more customers than the next-largest competitor
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Walmart Online Grocery
Time-saving convenience that gives customers back 3 hours a week
Once a customer has shopped Online Grocery three times, they become a loyal customer
Source: GCIA Customer Profile 2019.
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Autonomous delivery vehiclesA custom-built self-driving cargo van brings the customer’s grocery order to their home.
InHome DeliveryA Walmart associate places the customer’s grocery order directly into their refrigerator.
Refrigerated pickup kioskThe customer orders online, goes to their nearest Walmart store, and scans a code to pick up their perishable goods.
Online Grocery pilot programsWe’re rolling out high-tech delivery innovations
Pilot programs are subject to change
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Source: Walmart 1st Party Data, Nov-2018- Oct 2019
Online Grocery customers are high-value and replenish frequently
80% female
34% age 25-37
40% $50K - $99Khousehold income
40% smartphone shoppers
35% desktop shoppers
9% tablet shoppers
12K searches per minute 43% of customers with two or more past purchases have returned to shop in one week or less
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Influence Online Grocery customers across their journeyThere’s an ad solution for every key step along the way
Homepage BrowseFavorites Cart Pre-checkout
Sponsored ProductsDisplay & Sponsored Products
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Let’s spark momentum — together
Size, reach and data only Walmart can offer• Omni scale• Omni insights and targeting• Omni results
The right mix of strategic media and marketing• Always on, always in• Omni category and seasonal• Online Grocery
We’ll do it together, through our partnership
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Thank you.