Special Report: Walmart's 'Bright Ideas' In-Store Sampling Program

Executive SummaryThe world's largest retailer is hosting in-store events that present a "next generation" model for sampling and demonstrations by: assigning personnel to a specific store permanently, thereby facilitating strong ties with Walmart associates and trusting relationships with shoppers; executing events from a branded cart that is fast becoming a familiar aspect of the store environment and a shopping destination in its own right; emphasizing themed campaigns that offer lifestyle solutions addressing the unique needs of the Walmart shopper; coordinating the activity with Walmart's other marketing and merchandising opportunities to help national brands create fully immersive campaigns.Since fall 2008, Walmart has been undertaking an ambitious plan to re-engineer its stores in an effort to create an environment that its 140 million weekly shoppers will find easier and more pleasant to shop.Known as "Project Impact," the unprecedented transformation involves nearly every aspect of the store, from SKU counts, product assortments and category adjacencies to merchandising tactics, in-store communications and customer services. The underlying goals echo key tenets of Walmart's corporate mission: to offer its customers lower prices, higher-quality goods and a better store experience.Walmart's plan comes during a seminal period in the marketing industry, a time when product manufacturers have embraced the store as an important venue for consumer marketing; retailers have leveraged their environments to build their own brands and strengthen their relationship with customers; and both parties are developing the skills needed to conduct "shopper marketing," a dramatically different philosophy that requires a deep understanding of shopper needs and the development of collaborative, insights-driven marketing programs to satisfy them.The company's efforts to improve the shopping experience also entailed a re-evaluation of its in-store marketing practices to identify programs that would better resonate with customers -- especially the "Moms" who account for more than 70% of the chain's business. In short, the company wanted to reduce the number of in-store communication vehicles it utilizes while making the existing programs more meaningful. The resulting changes include the ongoing conversion of "Walmart TV" into the "Walmart Smart Network" and a de-emphasis on in-store radio messaging.Among the more significant developments in this respect was the February 2009 launch of "Bright Ideas," a weekly program that makes product sampling and demonstrations an integral part of the store experience. The program is managed by Shopper Events LLC, Bentonville, AR, a company formed last fall to serve as the official -- and exclusive -- planning and coordinating company for all of the retailer's in-store events.The Shopper Events operating model takes the promotional practice of sampling to a new level by assigning specific personnel to each store; utilizing a unique, branded sampling station that becomes a destination in its own right; and striving to deliver integrated, themed programs that provide shoppers with lifestyle solutions rather than simply handing them trial-size products.By transforming the traditional tactic of in-store sampling -- a product-focused activity, often with only short-term sales goals in mind -- into a customer-centric strategy designed to drive sales while simultaneously improving the shopping experience, building customer loyalty and fostering brand affinity, the "Bright Ideas" concept could even be viewed as a prototypical example of "shopper marketing.""The in-store sampling experience at Walmart is absolutely best in class," boasts Stephen Quinn, the retailer's chief marketing officer. "We've renewed our dedication to our customers by providing them with a clean, friendly and consistent experience throughout all of our store formats."To read the full report, click on the attachment at right.

Special Report: Walmart's 'Bright Ideas' In-Store Sampling Program

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