After watching Amazon.com build a massive advertising business, bricks-and-mortar stores are hoping to do the same. Walmart Inc., No. 3 in the Internet Retailer Top 1000, is big in almost every way—4,755 stores, 1.5 million employees and $380 billion in revenue in the U.S. alone. But one part of the world’s largest retailer remains minuscule. With about 300 million shoppers visiting its stores each month, according to Forrester Research, and millions more on its websites, Walmart draws in more people than Google, Facebook or Amazon. That audience, and the purchase data they generate, are catnip for big advertisers like Coca-Cola Co. and Kraft Heinz Co. But Walmart and other retailers historically haven’t done enough to convert that data into dollars, particularly online. Read more…
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