Walmart – Shopper Events
In-Store Activation
Shopper Marketing activity is growing at the expense of traditional media
Why? Shopper Marketing delivers superior ROI
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
In-Store Sampling/Demo is the most commonly used Shopper
Marketing tactic
Walmart Leads Industry Paradigm Shift
Traditional Demo Model
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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
vs.
Shopper Events Model
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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
Program Organizational Structure
Shopper Events is the authorized planning and coordinating
company for Walmart Stores, Inc.
BRAND
•Sales Development
•Review and process event requests
•Schedule and calendar events
•Assign to proper EEC
•Audit, analyze and report
Shopper Events Process
Execution
Supplier Provides
Brand Event
Calendar
Field
Coordination
Align Brand Plan with
Shopper Events
Calendaring System
Fulfillment
Kits Shipped
and Verified
Schedule
Event
Walmart
Operations
Test
Kitchen
Enter Program into
Event Execution
Company System
Creative
Development
Walmart
Approvals
Craft Event
Manual
Supplier Brand
In-Store Event Sales & Execution Results
Incremental Sales
Event Stores vs. Non-Event Stores
Product A
Week 1
Week 1: On TAB & COMAC
Incremental Sales
Event Stores vs. Non-Event Stores
Product A
Week 2
Incremental Sales
Event Stores vs. Non-Event Stores
Product B
Week 3
Incremental Sales
Event Stores vs. Non-Event Stores
Product C
Week 3
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
Contacts
Walmart Demo and Events Team
Melissa Perry, Sr. Manager Demo and Events
mlperry@wal-mart.com
479-277-0516
Avery Duvall, Manager Demo and Events
aduvall@wal-mart.com
479-204-1233
Rosa Reyes-Garcia, Demo and Event Coordinator
rreyes4@wal-mart.com
479-204-2387
Shopper Events Team
Brian Pear, Vice President/General Manager
brian.pear@shopperevents.com
479-246-6912
Marco Rivera, Director of Business Development
marco.river@shopperevents.com
479-246-6911