In today’s omnichannel landscape, it has never been more critical for brands to be able to make data-driven decisions for their media and marketing strategies. Our mission at Walmart Connect is to help suppliers and sellers meaningfully connect with customers on their shopping journey – wherever that occurs – to find the right product or discover a new one.  We create these connections by tapping into Walmart’s robust omnichannel insights— approximately 145 million customers shop with us online and in stores weekly in the U.S.¹

Earlier this year, we announced a new way to help advertisers develop more informed, data-driven media strategies for their Display campaigns. Walmart Luminate Insights Activation is a self-serve integration with Walmart Connect that complements our existing advanced targeting capabilities with the power of Walmart Luminate insights — helping to drive product, brand and category sales. This new integration takes Walmart Connect’s industry-leading, full-funnel audience solutions to the next level. 

Precise targeting for each step of the purchase journey

With the growth of omni shopping behaviors, we’ve built these solutions to help brands connect with Walmart’s customers throughout their journey, whether they are open to discovering a new product, considering which brand to purchase, or ready to convert to a sale. 81% of Walmart customers we surveyed say they look to Walmart online first for shopping ideas and inspiration,² providing an important opportunity for marketers to influence discovery.  

Our targeting technology leverages artificial intelligence (AI) backed by machine learning, helping advertisers take the guesswork out of forecasting by providing insights that can be applied to advertising campaigns. What makes this targeting technology even more powerful is that it is fueled by Walmart’s rich, robust first-party customer insights. Our suite of targeting tools allows advertisers to reach customers in any shopping mindset, on and off Walmart properties.

Finding the right targeting strategy for your goals

For advertisers with full-funnel strategies, Display advertising provides the opportunity to influence new and existing customers and help brands stay top of mind from awareness, consideration to purchase. Depending on your specific campaign goals, and the platform that you are activating on, tap into Walmart Connect’s comprehensive suite of targeting tools to help achieve your goals:

• Behavioral Targeting uses historical data paired with machine learning to analyze a shopper’s activity such as past purchases, browsing, and search history. Tactics such as Brand Affinity and Category predictive/In-market allow advertisers to reach brand loyalists, switchers, prospects, and high-intent category shoppers effectively.
  
  
• Our new Retargeting solution allows advertisers to reach customers who have engaged with products on Walmart’s site or app but haven't yet converted to a sale. Retargeting can be a successful tool for promotional items or items on rollbacks, coupled with complementary strategies.
  
  
• Tailored targeting solutions offer advertisers the opportunity to customize, scale, match, or expand their audiences using our customer insights and machine learning technology. For example, Lookalike audiences help advertisers find shoppers with similar characteristics to an ideal customer or a seed audience. This tactic is especially helpful during high season moments when incremental dollars are up for grabs.
  
  
• Customer Attributes targeting serves ads relevant to a shopper based on their personal attributes, interests, lifestyles, or life stages. Lifestyle targeting reaches shoppers at certain life stages such as new parents, busy families etc., as well as defining shopper lifestyles like foodies, auto enthusiasts, fashionistas etc.
  
  
• Brands can also reach Walmart customers on Walmart.com based on their shopping journey. For example, using keyword or contextual targeting can help drive customer connections based on insight into where customers are, rather than their behaviors.  

Reach out to explore the depth and breadth of our display targeting capabilities and find out how you can bring even greater targeting effectiveness to your display campaigns. Your customers are out there, let us help you connect more meaningfully!

Source: ¹Walmart annual report workpapers, January 2024. ²Walmart first-party data, June 2023, E-Commerce Claims Custom Survey, Walmart Customer Spark Community, provided by Walmart Luminate.