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The Smart Network will deliver customized content at the point-of-decision.
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“We’ve built a network tailored to the way consumers shop our stores — delivering helpful, custom, content closest to the point of decision — that helps them shop smarter,” said Stephen Quinn, chief marketing officer, Walmart Stores, U.S. “The Smart Network is intelligent too, because every screen and every message has a purpose and we will be analyzing point of sale data on an ongoing basis to deliver a shopper-centric communications platform. In short, the Walmart Smart Network is a win-win: improving the shopping experience for our customers and driving results for our supplier partners.”
Walmart will work with the following companies to implement the new network:
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Walmart’s 1.0 network, seen here, will be replaced beginning in Sept. 2008.
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“I am incredibly proud of the partners who have joined us in this new venture,” said Clint McClain, senior director of emerging media for Walmart. “We have tested the new network extensively over the last two years and these partners have demonstrated best-in-class ability to engage shoppers with custom content, to manage a reliable and intelligent in-store network, and to deliver analysis that can power ongoing learning and optimization for our customers and partners.”
The Walmart Smart Network will begin rollout in September 2008. Upon arrival in the first stores later this month, the new network will deliver messaging at the entrance of Walmart Supercenters on “Welcome Screens”; in the departments that shoppers visit most often on “Category Screens” in grocery, health & beauty and electronics; and on “Endcap Screens” that will advertise the items displayed on key endcap displays throughout the store.
“One of the biggest challenges you face as an advertiser these days is really understanding your target audience in such a way that you know the best place to connect them with your message so that it can have the most impact,” said Kim Miller, vice president of marketing at Kellogg. “I believe moving forward, advertising at the point of sale will become increasingly important to win the market. The results we’ve seen during tests of the new Walmart Smart Network have been impressive.”
Walmart anticipates that the chain-wide deployment of 27,000 screens and its new Walmart Smart Network will be completed by early 2010.
Source link: Walmart releases details on new 'Smart Network'