wal-mart CMO shares marketing strategy

Wal-Mart CMO John Fleming was the keynote speaker at Advertising Age's The American Consumer Conference in New York. He shared some insight behind Walmart's marketing and advertising plans. Fleming claims that half of the US population currently shops at Walmart. They've categorized these customers into three groups:

1. Loyalists, who on average visit 57 times a year, spend 77% of their grocery dollars at the store and shop across more than five product categories.

2. Selective customers, who come through the doors 26 times a year, spend 28% of their grocery dollars and shop two to four categories.

3. Skeptics, who shop five times a year, do less than 10% of grocery shopping at the store and shop departments for only their most pressing needs."

He goes on to detail their plans at increasing their share of skeptics, and how they'll deal with consumer insights, trends and the Walmart brand. Interesting reading for all marketing pros.

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