Why Walmart is asking brands to increase their ad spend? | Walmart Insights Newsletter

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Specialty Bites 🍪

RETAIL MEDIA EXPANSION

Walmart Seeks 25% Increase in Brand Advertising Investment for 2025

Walmart, ranking just behind Amazon in retail media, has called for brands to raise their annual ad spend by 25%, a move prompting resistance as many brands face stagnant sales. This shift reflects intensifying pressure on marketers to justify advertising ROI in an evolving eCommerce landscape. Marketing professionals must scrutinize spend effectiveness while anticipating further retailer demands as retail media grows.

RETAIL INNOVATION EXCELLENCE

Walmart Transformed Retail Experiences Through Data-Driven Market Research and Customer-Centric Design

Walmart’s use of market research has directly shaped its store design, product assortment, digital features, and customer service by identifying shopper pain points and preferences. By integrating granular behavioral data with technology pilots and customer feedback, Walmart enhanced eCommerce experiences, supply chain investments, and loyalty programs. Marketing professionals gain actionable insights on using continuous, data-driven research to shape omnichannel strategy, drive operational efficiency, and deepen customer engagement.

RETAIL SUPPLY RESILIENCE

Walmart and Target CEOs Warn Trump Tariffs Threaten National Retail Supply Chains

Walmart and Target’s CEOs privately cautioned President Trump that his sweeping tariff policies risk immediate supply chain disruptions and empty retail shelves, signaling the potential for higher consumer prices. This directly impacts marketing strategies, demand forecasting, and customer experience in eCommerce and brick-and-mortar operations. Marketers should proactively plan for possible inventory constraints and communicate transparently with consumers regarding potential pricing changes.

RETAIL TRANSFORMATION

Kohl's and Macy's Close Stores: An Opportunity for Walmart?

Kohl’s and Macy’s are closing 27 and 66 stores, respectively, reflecting shifting consumer behavior and the rising dominance of online shopping. Walmart’s superior eCommerce integration and extensive distribution network uniquely position it to capture displaced foot traffic and capitalize on these retail market shifts—vital insights for marketers adapting strategies.

Expert Insights 🧠

Omnichannel Agility: How Walmart is Winning Shoppers in a Volatile Market

Walmart’s recent surge isn’t just a story of scale—it’s a masterclass in omnichannel agility that’s rewriting the rules for eCommerce growth. While many retailers are still treating digital and physical as separate silos, Walmart’s relentless integration is quietly setting a new industry benchmark. The real insight for digital marketing leaders and retail media buyers is that Walmart’s edge comes from operational innovation, not just marketing spend. Their ability to reach 93% of U.S. households with same-day delivery is the result of deep investments in logistics, data, and unified customer experience.

For eCommerce managers and growth leaders, the lesson is clear: success on Walmart’s platform now demands a holistic approach. It’s not enough to optimize product listings or run isolated ad campaigns. Brands that win are those that treat Walmart as a dynamic ecosystem—leveraging Walmart Connect for precision targeting, synchronizing inventory across channels, and using real-time data to adapt offers on the fly.

The overlooked opportunity? Walmart’s unique blend of pharmacy, grocery, and general merchandise in a single basket is driving higher order values and loyalty. Brands that tailor their strategies to this cross-category behavior—think bundled offers, personalized promotions, and seamless fulfillment—are seeing outsized returns.

In a market defined by volatility, Walmart’s playbook is a call to action: embrace operational agility, break down silos, and meet the customer wherever they are. The future of eCommerce growth isn’t about chasing the next trend—it’s about mastering the platform that’s already shaping consumer expectations.

Influencer Corner 📢

Optimization Hub ⚙️

PERFORMANCE MARKETING

Google Ads Essentials for Building Profitable, Efficient Campaigns That Drive Results

Setting up a Google Ads campaign that delivers measurable ROI requires marketers to focus on precise keyword research, tightly themed ad groups, conversion tracking, and disciplined budget management. Effective campaigns prioritize search intent and avoid wasted spend by excluding broad match and vague keywords. This approach grants actionable clarity, making it essential for professionals aiming to maximize efficiency in eCommerce and service-based lead generation.

CTV MARKETING STRATEGY

Connected TV Delivers Precision, Performance, and Elegance in Modern Advertising

CTV advertising is gaining traction as marketers react to tariff-driven economic uncertainty by reallocating budgets from linear TV to measurable, performance-focused channels. With 81% of U.S. advertisers prioritizing accountability, CTV’s advanced targeting and real-time optimization ensure both reach and ROI without sacrificing visibility. This shift offers marketers actionable ways to make every media dollar more effective in uncertain conditions.

DELIVERY INNOVATION

Walmart Expands Delivery Reach to 12 Million More Households Using Advanced Mapping

Walmart’s adoption of geospatial data science technology expands delivery coverage to 12 million more U.S. households, offering improved accuracy and real-time logistics that facilitate same-day service and consolidated order fulfillment. Marketers should note this as a critical shift in last-mile delivery capabilities, redefining consumer access and expectations in eCommerce fulfillment.