Today, on CMA Connect, we bring you Vice President of Walmart Connect Canada Dana Toering. Dana specializes in the world of data in marketing, having worked with brands like Adobe, AOL Canada, Accenture Interactive, and fun fact: Kanye West.
John and Dana dig into a case study of Walmart Connect, with some of the strategies and thinking behind the program.
“I always talk about this sort of virtuous flywheel of investment that retail media provides partners, in the sense that, we work with the vendors that sell products on the shelves at Walmart, they invest their dollars with us, and we try through our solutions and channels to leverage our first party data to drive great ROI”
- Partnership and collaboration channels in retail
“Since the mid 70s, retailers have been working with merchants, vendors and suppliers, to provide them opportunities to connect with customers, in their stores, in the form of advertising in the form of trade investment, and this (Walmart Connect) is a natural evolution of that for the age of connectivity.”
- What's the quid pro quo for consumers to actually share their data with retailers?
“I think the key is how we use the mountain of purchase level data we have that is both ecommerce driven, as well as from retail locations. We understand what consumers are buying, when they're buying it, what their basket composition looks like. As we start to create a view of this customer our goal is not to hound them around the internet with ads; our goal is to make their experience better, and provide them offers on behalf of brands, in those moments.”
- Retail trends - what Dana sees coming in the next few years that will bring together the online and offline world
“I think you're going to see a lot more digital signage in stores. Customers tend to wait a little bit, either they're waiting for the butcher to cut their meat, or their prescription. So there's an opportunity there to create a content experience, and then feather in ads.”
For all of this and more about the opportunities and the obstacles that marketers face around the collection and use of consumer data, tune into this episode of CMA Connect.