Walmart's Receipt Challenge

Category: Retail
Brand/Client: Walmart / Wal-Mart Stores, Inc.
Lead Agency: Vimby LLC, Starcom MediaVest Group
Contributing Agencies: The Martin Agency

State of the brand's business

As the nation's largest retailer and leading advertiser in its category, Walmart has long relied upon national media scale and efficiency to reinforce its core "everyday low price" (EDLP) message. By late 2010, it appeared that EDLP was being diminished on an individual market level as grocers and pharamacies ran powerful weekly sales in local media channels.

To shoppers, these sales felt more tangible and immediate than EDLP. What most people don't know is that sale items aren't always the best deal, since retailers drive up non-sale item prices to make up the difference. This tactic – called "high-low pricing" – is a way to drive local store traffic.