When we rebranded to Walmart Connect and announced a new vision earlier this year, we did so with the intent of connecting brands to customers in all the places and ways they shop. Our goal is to go beyond traditional media to leverage the full ecosystem of Walmart — stores, online, events, the app, pickup & delivery, all of it — along with data and insights to partner with brands to help create meaningful opportunities for our customers.
The Mother’s May seasonal program serves as a wonderful example of that approach. We recognized the past year has been extra challenging for the moms in our lives. We saw this as an opportunity to coordinate across our organization and with brands to develop an integrated plan with omni solutions that deliver on our customer insights, while helping our brand partners drive their business.
Walmart Connect collaborated across the Walmart ecosystem to curate the most relevant brand products and to bring key components of Mother’s May to life through an omni program. Our data and insights told us moms wanted to relax, indulge with food, and be pampered. So, for pickup & delivery, which has been a go-to service for moms during the pandemic, we teamed up with Unilever to offer Find Your Happy Place bath and body products exclusive to Walmart; Pepsico to invite families to create a special breakfast-in-bed for mom with Tropicana, Quaker and Starbucks; and Google to surprise mom with a shiny new Chromebook.
How did these omni-solutions come to life for our customers?
We transformed the outdoor spaces at 32 Walmart Supercenters across the country into Mother’s May Markets on May 6-9. During these free, outdoor celebrations, families took home a complimentary goody bag of samples from participating brands.
We introduced curated gift lists leveraging these supplier offerings to make it easier for customers to find something meaningful for mom.
We created a special promotion to give moms the gift of time and savings — $10 off pickup & delivery orders during the entire month of May when an eligible product from Unilever, Pepsico or Google was added.
Walmart and our partners ran coordinated co-branded paid media to help support the program and the pickup & delivery offer.
Customers depend on Walmart for all their holiday needs — and we are committed to serving and celebrating them. Mother's May is just one small example of how our brands can leverage our vast physical and digital footprint to enhance the customer experience and fuel brand sales. And this is just the beginning. When the customer wins, we all win. Get connected today to start your next campaign.