Field Trip: Walmart
The marketing industry is changing on so many levels. Therefore, we’re always testing new ideas at the GY&K school house and measuring to see what works. There are tried and true principles that we rely on (30+ years in business means we’ve hopefully learned a lot!), but now more than ever we have to keep an open mind and pursue innovation.
One way we do that is by meeting with clients to hear about their experiences. After all, clients will always be the experts on their individual businesses.
Of course we also read trade publications and blogs, attend industry events, network (online and in real life) and dabble with our own independent studies.
One additional way I like to stay fresh is by visiting Walmart. Yes, you read that right. Approximately 100 million customers visit Walmart’s U.S. stores each week. For brands and marketers this is a key battleground.
Here are a few insights and anecdotes from my recent field trip to Walmart.
Rock Kiosk – Remember standing in line for concert tickets because the only other choice was fighting with a busy signal over the phone? Most of the ticket ‘outlets’ are gone, but not at Walmart. I have a feeling the friendly interface encourages a number of impulse purchases and drives significant revenue for Ticketmaster. If you haven’t read about their new CEO and his strategy to make them less-hated, it’s worth checking out.
Wine in Electronics – Shocker! Barefoot Wine & Bubbly is known for their fun and clever marketing, and this placement on the endcap between batteries and DVDs is brilliant. In our experience with liquor brands (and I mean paid marketing projects, not our extra curricular activities), we have found merchandising to be critical. In a crowded category, this is a great way for a wine brand to stand out.
Blue Box – If you take the wine but pass on the DVD purchase, you can still rent a movie on the way out. At Walmart, even the Redbox is blue to fit the retailer’s brand.
Pop Up – The checkout area is an impulse purchase haven. The aisles and endcaps are overflowing with everything from candy to car chargers. There are also displays strategically placed to entice consumers waiting in long lines. A GY&K client, Original Gourmet, now has their lollipops front and center. It looked like Cotton Candy was the best seller in this store. It’s also a favorite around the office.
How do you keep in touch with the retail marketing experience? Are their certain places you visit on a regular basis?
Brady Sadler is the VP of Business Development & Markting at GY&K. Connect with him on Twitter @BradySadler
