ClickZ Walmart Insights Newsletter - 11.28.2024

PLUS: BCFM is almost over, can we now mention the C-word? 🎄

Author

Rachael Kennedy
November 28, 2024

Guest At the Table 🍴

By Jamie Bolton, Fospha

Black Friday is here, and for many brands, the hard work is done—you’ve set the stage and prepared for the biggest shopping event of the year. But as I’ve seen time and time again, the brands that succeed now are the ones that obsess over the right metrics and adapt quickly to what’s happening in real time. Here are two key areas I believe every marketer should focus on to maximize success this Black Friday:

Benchmarking

Benchmarks are your compass. They don’t just show how well campaigns are performing—they reveal opportunities to improve as the data rolls in. From CPMs to order volumes, understanding how your results stack up against industry benchmarks will help you refine your approach and stay competitive.

Looking ahead to 2025? Post-BFCM benchmarking will be invaluable, and Fospha’s next report will include fresh data to help you plan for the future. Follow us to make sure you don’t miss it. 📊

Measurement

Still relying on Last Click attribution? It’s holding you back. At the most competitive time of year, top brands are using advanced measurement tools to stay ahead of the curve. Fospha gives you a clear, cross-channel view of YoY performance, enabling you to act on the right signals—not misleading ones.

The insights you gather now can set you up for a strong 2025. If you’re ready to take your measurement strategy to the next level, there’s no better time to start than today.

🌟 Let’s make this Black Friday your most successful yet!

Carved Out Insights 🦃

Walmart introduces its first one-click Gluten-Free Thanksgiving Meal, catering to the growing demand for gluten-free diets. This option includes a turkey, sides, and dessert, available for pickup and delivery. With e-commerce sales up 22%, Walmart continues to innovate in holiday meal planning, enhancing customer convenience.

Walmart's third-quarter performance in fiscal 2025 underscores its strategic prowess, marked by a 5.5% increase in total revenue and a notable 22% rise in U.S. e-commerce sales. This growth is driven by store-fulfilled pickup, delivery, and marketplace purchases, reflecting Walmart's adept use of technology and innovation.

The company's operating income surged by 9.1%, bolstered by an expanded gross margin and increased membership income. Walmart's investment in artificial intelligence has streamlined its product catalog, enhancing efficiency and demonstrating the tangible benefits of technological integration.

The retailer's global advertising business also flourished, with a 28% growth, including a 26% increase for Walmart Connect in the U.S. Sam's Club contributed to the robust quarter with a 3.9% rise in net sales, propelled by food, health, and wellness categories. E-commerce sales at Sam's Club grew by 26%, highlighting the success of club-fulfilled pickup and delivery services. These achievements have prompted Walmart to raise its guidance for the remainder of FY25, anticipating net sales growth of 4.8% to 5.1% and adjusted operating income growth of 8.5% to 9.25%.

With over 255 million weekly customers across 19 countries, Walmart's strategic initiatives and technological advancements position it as a leader in the retail sector, as evidenced by its top ranking on Progressive Grocer's 2024 list of food and consumables retailers in North America.

Amazon Haul aims to compete with Chinese marketplaces like Temu and Shein, enhancing Amazon's holiday appeal. While 82% of shoppers prefer large online marketplaces, 29% plan to support Small Business Saturday. Despite challenges, small businesses can leverage email automation to stand out during the holiday season.

Scott D. Dustin on LinkedIn: #ecommerceinsights #retailtrends #brandgrowth #customerexperience…

E-commerce isn’t just evolving, it’s facing an identity crisis. With McKinsey projecting a CAGR slowdown to 9% through 2026, we’re entering a new era: one where customer loyalty, agility, and transparency aren’t just buzzwords; they’re survival tools. If your strategy relies on flash sales or praying Amazon’s algorithm plays nice, you’re playing yesterday’s game. Let’s dive into the hard truths shaping next-gen e-commerce. Loyalty Isn’t Points. It’s Personal.

Scott Dustin, MD E-Commerce, Designer Eyes

TikTok predicts recording-breaking Christmas for brands

TikTok predicts record-breaking Christmas sales, fueled by a surge in LIVE shopping and a 58% year-on-year rise in UK ad spend from retail and e-commerce clients. Brands are leveraging TikTok's 'discovery commerce' to drive real-wo

Nonsensical | The TikTok Agency

Performance Pulse 📈

TikTok is testing a new feature allowing creators to add product links from affiliate networks like Amazon and Walmart directly to posts. This integration simplifies shopping, enhancing TikTok's role as a shopping platform. It's a strategic move, benefiting creators, brands, and TikTok itself.

Retailers are adapting to a shorter holiday season by starting sales earlier, with major players like Amazon and Walmart leading the charge. Despite fewer days between Black Friday and Christmas, sales are expected to rise. Consumers are shopping both online and in stores, with economic factors influencing behavior.

Marketers are adapting to ambitious holiday shoppers by leveraging technology and multichannel strategies. With increased spending intentions, brands face challenges in maintaining consumer loyalty and delivering measurable outcomes. Successful campaigns balance joy and value, utilizing AI and social media to enhance consumer experiences and drive sales.

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