Here's why America doesn't always love Walmart

Users

Who they are, what do they like, what makes them come to Walmart

BRAND ASPIRATIONALS

Consumers with a limited budget who are obsessed with brands like ‘Kitchenaid’ but can’t always afford it.

PRICE SENSITIVE AFFLUENTS

Wealthier category who love good deals.

VALUE PRICE SHOPPERS

People who look for economical products and deals and can’t afford much more.

Influencers

Who talks, who do people listen to, who should Walmart not ignore

Bloggers who worry about the quality and sourcing of Walmart, connecting it with the ‘cheap prices’ image.

CSR Scanners who are always on the lookout for what organisations are doing for the community.

Activists who stand for human rights of the employees and low wages including employees themselves.

Moms and Young Couples, who often exchange tips and lifestyle related information during play groups, parties.


Marketing Strategies

From digital to traditional print, from CSR activities to employee benefit programs, from mobile to magazine to flyers to SMS, we think Walmart needs to bring about a paradigm shift in their brand perception. They need to meet one clear objective, one core new idea that makes people see them differently: 

Walmart is not about cheap products, Walmart is about adding value to life.

Show how Walmart gives back to the community

Walmart needs to create an environment of transparency, where the customer knows exactly how Walmart is giving back to America and helping those in need. The simple concept of TOMS- one donation for one purchase is something that we can easily apply in store through special price banners thereby building brand affinity. Walmart can use digital technology to show customers how the money they spend on certain products goes back into the community.

Connect with:

CSR Scanners

Bloggers

Brand Aspirationals



Tap into the power of organic content

The focus on web experiences needs to move from commerce to content. This includes blogs, online reviews, recipes and online discussion boards. The most important tactic is to start with a strategic view of the consumer journey. Considering that the customer is probably looking for information, tools or entertainment, we need to apply a 'content lens' to the multitude of screens they now have access to. Overall, it must be seamless for them.

Connect with:

Moms and Young Couples

Bloggers

Brand Aspirationals

Price Sensitive Affluents


Converting employees into brand advocates

We want users and influencers to know that Walmart is not the blood sucking organization they perceive it to be. And who better to communicate that message than the employees themselves. Walmart has to harness the power of human emotion to really connect with people. By helping employees reach their personal goals Walmart can create advocates. These efforts can be used to drive a new breed of CSR campaigns that help humanize the brand in the eyes of people.

Connect with:

Activists

CSR Scanners

Bloggers



Gamify the everyday shopping experience

Gamification taps into intrinsic motivators and is a great marketing strategy for rewarding behavior and building loyalty towards a brand. Walmart can tap into the process of gamification to increase users and usage. The entire loyalty program can be transformed into a fun and exciting process rather than simply collecting points/rewards. 

Connect with:

Bloggers

Value Price Shoppers

Brand Aspirationals

Price Sensitive Affluents

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