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Another reason, local will win the day on the web.

 

 

 

Walmart is launching a Facebook app that customizes marketing for each of its nearly 3,600 U.S. stores, allowing tailored communications about local deals, events or limited-distribution products.Eventually, Walmart also hopes to use the My Local Walmart app to grow its site-to-store e-commerce program and evolve it into an individualized marketing program, said Stephen Quinn, chief marketing officer for Walmart U.S., in a telephone press conference.Stephen QuinnRELATED STORIESTargets Site Plagued by Glitches, Friction Between Marketing and Tech TeamsSix Weeks After Launch, Consumers Are Frustrated; Retailer Plans UpdatesBut for now, the focus is “to allow us to make our stores relevant locally at scale,” he said.He declined to disclose financial considerations or exactly how Walmart will promote the app, but he said it would likely draw on the giant retailers traditional media mix, including in stores. He also said the partnership includes an unspecified amount of advertising with Facebook.The deal brings together two of the biggest institutions in U.S. marketing — Walmart, which gets about 150 million shoppers monthly, and Facebook, with 165 million U.S. users.

via Walmart Goes Local on Facebook With Store-Level Messaging | Digital – Advertising Age.

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