Get used to seeing and hearing more about Walmart’s online order-and-pickup grocery service. The mega-merchant is rolling out a multi-channel ad campaign as the following Progressive Grocer article reports.
Walmart Inc. has rung in 2019 with what the mega-retailer describes as its largest and first-ever cross-platform marketing campaign for Walmart Grocery Pickup. The service is currently available nationwide and will roll out to even more locations this year.
Launched during the Golden Globe Awards telecast on Jan. 6, the campaign appropriately employs “famous cars” seen in movies to receive the benefits of Walmart Grocery Pickup. In collaboration with various Hollywood studios, the company features highly recognizable vehicles from iconic films to portray the service’s ease, speed and convenience.
In addition to the television component, the campaign includes additional “famous cars” content such as social media, online videos and radio.
“By sharing a consistent message across a variety of platforms, we’re confident we’ll be able to convince even more customers to give Walmart Grocery Pickup a shot,” noted Walmart U.S. Chief Marketing Officer Barbara Messing in a blog post.
Reporting on its third quarter of fiscal 2019 last November, the company said that it offered grocery pickup at nearly 2,100 locations. Last September, it celebrated its 2,000th click-and-collect location, allowing shoppers to buy groceries from their computers or mobile devices and pickup at the store for no extra charge.
Mercator believes 2019 will be a breakout year for online grocery ordering, and Walmart is reinforcing this claim. US grocers know that the domestic market for online ordering is very under-penetrated at 1-2% of total sales compared to the UK at 7-8%. So expect to see a big push to ramp up online US sales. Additionally, grocers are expanding grocery pick-up and delivery services to boost online sales.
Overview by Raymond Pucci, Director, Merchant Services at Mercator Advisory Group
