Walmart Beta Tests Two New In-Store Retail Media Options

Walmart's latest Retail Media ad spaces clearly indicate the commitment to expanding the omnichannel marketing solutions and enhancing the shopping experience for customers across eRetail and into brick-and-mortar.

The retail giant is beta-testing two in-store ad formats on its Walmart Connect platform. The new formats were detailed in a recent Walmart Connect blog post. In-Store Demos and In-Store Audio will expand traditional brick-and-mortar advertising by delivering shoppers more targeted and immersive promotional experiences.

Here’s a look at the two latest formats, which the company expects to roll out to suppliers in the coming months.

In-store Demos

Demos are a familiar part of the in-store marketing experience, and this latest retail media space will mean U.S. Suppliers can integrate demos into their campaigns across digital and in-store experiences using Walmart Connect.

According to Walmart, the pilot started in April with 25 stores, quickly expanded to 120 stores, and aims to grow to 1,000 by the end of the year.  In part, the test looks to enhance the omnichannel experience by bridging the physical and digital with abilities like pairing a cart demo with QR codes that link to Walmart landing pages. 

In-store Audio

Walmart will be introducing targeted ad spots to Walmart Radio, allowing suppliers to target key markets by region or store. 

The company says that this "is the first time brands will be able to speak directly to Walmart customers through this medium."

Walmart notes that 88% of customers purchased in-store last year, making stores a top source for discovery and purchase, and says they will continue to lean in "even further into Walmart’s physical footprint," which includes 4,700 stores in the U.S.