New ClickZ Walmart Insights Newsletter - 09.12.2024

PLUS: Walmart and Amazon battle for dominance in the beauty e-commerce market!

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ClickZ
September 12, 2024

Specialty Bites 🍪

Walmart's latest marketing escapade? Hijacking Fubo's new Triple Play ad format to turn your TV into a back-to-school shopping spree. From September 6 to 9, Walmart's campaign dominated Fubo's home screen, making sure you couldn't escape their shoppable runway show, complete with a QR code for instant purchases. It's like they turned your TV into a giant, interactive billboard.

Fubo's Triple Play isn't just another ad format; it's a full-blown takeover. Imagine opening Fubo and being greeted by a branded banner, a custom content carousel, and a video playlist—all Walmart, all the time. Dina Roman, Fubo's senior VP of global ad sales, claims this innovation is the future of TV advertising, moving beyond those tired 15 and 30-second spots.

Walmart's move to embrace this format shows they're serious about blending content and commerce. This isn't just about ads; it's about creating an immersive shopping experience right in your living room. And let's not forget their recent acquisition of Vizio, which only amplifies their retail media ambitions.

So, what's the takeaway? Walmart's not just selling school supplies; they're selling a vision of the future where your TV is a one-stop shop. And Fubo? They're proving that streaming platforms can offer advertisers more than just eyeballs—they can offer engagement, interaction, and, most importantly, sales.

Walmart and Amazon are tightening their grip on the beauty market, with Amazon poised to overtake Walmart by 2025. Both retailers are expanding premium brand selections and holding beauty-specific sales. Amazon's strategy includes wooing upscale brands, while Walmart focuses on a wide range of products across price points.

Amazon is stepping up its grocery game to challenge Walmart's lead. By partnering with local favorites like Metropolitan Market and expanding its deal with Weis Markets, Amazon aims to boost its market share. This move leverages popular grocers' followings to offer more selection and convenience for consumers.

Industry Appetisers 🥨

Retail giants Walmart, Target, and Best Buy are emulating Amazon's Prime Day success with their own members-only sales events. These strategies boost memberships and sales, with Walmart and Target seeing significant growth. Timing these events before Prime Day may have influenced consumer shopping behavior.

Instant commerce revolutionizes ecommerce by offering near-instant delivery through advanced AI and fulfillment networks. This trend, driven by consumer demand for convenience, boosts order values and cross-selling opportunities. Brands must optimize mobile experiences, checkout processes, and utilize AI for personalized shopping to stay competitive in this fast-paced market.

Performance Platters 🍽️

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Snapchat users in the US shop more frequently than Instagram users, with 16.3% making weekly purchases compared to Instagram's 8.2%. Despite Facebook's larger user base and annual purchase popularity, Snapchat's intuitive shopping features and short video content drive its success among younger consumers. Social media shopping is booming!

Google's Jyotika Prasad discusses the impact of a shortened holiday shopping season, emphasizing the need for agility and data-driven strategies. Google introduced new advertising tools to optimize campaigns using AI, with 80% of customers already leveraging AI-powered products. Retailers aim to build lasting customer relationships through innovative ad solutions.

ClickZ is a Contentive publication in the DTC Ecommerce division