Summary
This report describes how Walmart, the world's largest retailer, has optimised and integrated its online, in-store and mobile offerings in the US to offer customers a seamless shopping experience. The report is based on the contributions of Wendy Bergh, from Walmart's Global eCommerce group, to a "Moving on Mobile" panel discussion at the ad:tech San Francisco conference. Walmart implemented a three-phase plan: mobilising its digital experience, mobilising its stores by offering in-store mobile tools and accelerating its multi-channel offerings to provide a seamless experience across devices. Its in-store mobile developments included: offering customers a shopping list app for planning their shopping trip; a welcome app when they arrive in store providing special offers and QR and bar code scanners; and innovations at check out such as the trial of a Scan & Go program and the provision of e-receipts.

Summary
This report describes how Walmart, the world's largest retailer, has responded to the rapidly growing influence of digital and mobile on purchasing behaviour, by focusing on the development of a holistic customer experience. The report is based on the keynote address of Sara Ortloff Khoury, of Walmart's global e-commerce division, at the 2013 ad:tech San Francisco conference. She described how the retailer formulated a "Hierarchy of Experience Design Contribution" model to drive its project, which has usability as its base (for example, the ability to complete forms or check out), a second tier of optimised usability (to increase ROI), and a third tier of new features driven by customer-focused innovation. When challenged to describe Walmart.com in 2016, she worked through a three-stage process to delineate, plan and frame the problem (namely, how to react to the blurring of on- and offline shopping); generate ideas and scenarios for the future (provided by 20 different groups from Walmart's store-innovations team); and then communicate the best visions and translate them into actual shopper experiences.

Summary
Walmart, and its Sam's Club wholesale arm, are two of America's largest retailers. Tapping consumer insights in an enterprise of that scale presents a significant challenge, which the two organisations have sought to achieve through ensuring buy-in at senior level, creating insights that empower their target audience, and emphasising practicality to ensure the findings of research can be applied and make a measurable difference.

Summary
This report covers the US retailer Walmart’s approach to marketing to Hispanic, Asian-American and African-American consumers, as discussed at the ANA’s Multicultural Marketing and Diversity conference. In 2011, the company took steps to increase its multicultural budget and integrate responsibilities across its business units. The decision was driven by demographic shifts in the US, where the population of major urban centres is now at least two-thirds multicultural. Given this complexity, Walmart is adopting a local-market advertising strategy, dubbed 'The Local Basket Savings' campaign. This borrows from reality TV and features real families on shopping trips, and enables a quick turnaround of specific spots tailored to the demographics of specific regional markets.

Summary
This report from the ANA Annual Conference summarises the keynote address and panel session contributions of Stephen F. Quinn, Walmart’s CMO, who outlined six major challenges facing the retailer and its approach to marketing. These were: big data and knowing how to leverage it; understanding and championing the consumer; managing relationships with suppliers and manufacturers; adapting to the ‘real-time’ age of consumer conversations; getting to grips with the social, local and mobile (SoLoMo) revolution; and optimising the in-store experience, particularly with smartphone-based offerings.

Summary
Walmart's Chief Marketing Officer and new ANA board chair, Stephen Quinn, discusses how Walmart is increasingly adopting social, local, and mobile (SoLoMo) marketing strategies. The CMO points out how the company's Facebook page and its 'Classrooms by Walmart' microsites are making communications hyper-local and targeted. The company is also harnessing relationships with local farmers and manufacturers, hence tapping in to the trend for localism and community. Marketers need to be open to the prospect that customers are increasingly becoming part of the marketing process and may take the company in 'directions that can't be scripted'.

Summary
This report offers an overview of the key themes of ad:tech San Francisco – mobile, social and the blurring of the two. It features Neilsen media use data from a Social/Local/Mobile (aka, 'SoLoMo') session; Walgreen's use of social as a brand-building tool; Coca-Cola and Walmart on mobile couponing; and Citibank's alignment with The Weather Channel.

Summary
This Company Profile from Euromonitor provides key details and analysis of Wal-Mart Stores Inc, the owner of brands such as Asda and Wal-Mart. Included is a strategic evaluation with key facts about the US company, competitive positioning against comparative brands, and assessment of its position in the retail market. Brand opportunities and strategy are identified and recommendations for the future offered.

Summary
This report from the ANA's Multicultural Marketing conference covers the presentation of Tony Rogers, SVP/brand marketing and advertising at Walmart Stores, who describes the retailer's impending realignment of its multicultural marketing budget away from a single-department silo to across all its business units. Despite this change, he says that Walmart has long put a premium on ensuring general marketing messages appeal to different audiences, illustrating with examples of TV spots scheduled to run throughout the 2011 holiday season. Looking ahead, he sees the company becoming more inclusive in its marketing, reflecting the multicultural trends uncovered by the 2010 US census - which he calls an immutable "shift". He describes how Walmart started the changes in its approach to multicultural marketing by placing "small bets" - such as establishing a presence on Facebook, which led to the creation of digital content for Hispanic-American consumers.

Summary
This article covers the opening address to the ANA's annual "Masters of Marketing" conference, in which Stephen F. Quinn, evp/cmo/Walmart U.S., outlines the retailer's increasing focus on digital marketing. Walmart's success on Facebook (where it has over 9m fans) crystallized the importance of sharing. Equally, the company has identified three core drivers that provide insight into a new generation of interactive, sharing consumers: communities (consumers are shaping product messages, not brands or retailers); attitudes (economic conditions have reshaped how consumers shop); and technology (consumers are using technology to make responsible purchase decisions). As a result, Walmart is introducing a new "Retail Development Kit" (RDK) designed to help marketers adjustment to its new digital plans. RDK will offer multi-channel opportunities that encompass a mix of the old and the new in paid, owned, and earned media, including in-store television, circulars, access to walmart.com as well as point-of-purchase displays.