Walmart Exec: Social, Local and Mobile Marketing Are Critical for Success
Great story by Rimma Kats at Mobile Marketer
Walmart’s Mobile Application
SAN FRANCISCO – A Walmart executive at ad:tech said that by incorporating social, local and mobile into its marketing mix, the company is able to engage with consumers on a deeper and more personal level.
During the “SoLoMo: The Revolutionary New Convergence of Social + Local + Mobile” session, executives discussed how the lines between social, local and mobile continue to blur into an ecosystem of geosocial networks that feeds personal connections and commerce. The panel was moderated by Mark Silva, senior vice president of emerging platforms at Anthem Worldwide.
“Walmart has a strong online presence and a strong mobile presence as well,” said Paul Cousineau, vice president of mobile products at Walmart, Los Angeles.
“It’s about accelerating your multichannel strategy,” he said. “Consumers don’t engage with channels, they engage with the brand and you have to think about how to make that experience as seamless as possible.”
Walmart has a large mobile presence.
The company has a mobile site, applications for various platforms such as iPhone and iPad and a presence in international markets.
According to Mr. Cousineau, when the company thinks about its mobile site, it is more search-driven and is a more mobile commerce-centric experience.
Whereas Walmart’s mobile app is very much on the other end of the spectrum and is used by Walmart’s loyal shoppers.
“If I’m a customer that shops at Walmart every week, I want a very different experience,” Mr. Cousineau. “I want more device capabilities and an app that’s very personalized.
“We don’t want the same experience blown up with the tablet experience,” he said.
Mr. Cousineau also discussed Walmart’s new iPhone app that includes new features that make it easy for consumers to create a shopping list.
Customers can add items to a shopping list by using the app’s voice technology and saying the items they want out loud.
Additionally, consumers can calculate total price in real-time as a new items are added to the list, view manufacturer coupons and access product details.
The app creates personal experience and local experience. All Walmart locations are not the same and the app lets consumers figure out which one has the products they are looking for and at what cost.
Nowadays, it is not about social, local and mobile.
It is about the intersection of all three.
Marketers and brands need to make content real and local to drive that in-store traffic.
According to Adam Kmiec, director of social media at Walgreens, a big part of SoLoMo has not been realized yet, unfortunately.
In March, Walgreens teamed up with foursquare to roll out a mobile coupon program that lets consumers save money on products when they check-in to any location nationwide.
Consumers can check-in to any Walgreens location through foursquare using an iPhone, Android or BlackBerry device. Users will then get a unique scannable coupon, which they can redeem at the point-of-sale.
“It has to be able to impact the store and the reason we have to get people in to the store,” Mr. Kmiec said.