Walmart CMO William White on navigating shifting shopping behaviours

Despite Delta variant concerns, Walmart reported this week that in-store sales are up while e-commerce is down. Such is the shifting state of affairs for retailers. We get at the heart of Walmart’s marketing strategy, catching up with its chief marketer William White. Here are three of the key themes he identifies.
1. Dynamically adapting online and offline shopping experiences
“Customer behaviors have been rapidly shifting and changing, and this was true even before the pandemic. With the pandemic, we’ve seen a number of new customer trends. Early on, there was an acceleration of omnichannel shopping. We saw online traffic grow dramatically while store trips were less frequent with bigger baskets. Early this summer, we saw that customers wanted to get out and shop. We’ll continue to pay attention to customer behaviors; and data and technology allows us to continue to be nimble. In particular, personalization to reach customers in the moments that matter will be especially important. Read more…