Walmart and Sam's Club refine customer-centric research

Geoffrey Precourt

Even Walmart doesn't get it right all the time. But the retailer never stops working at perfection. In a panel discussing "How to embed consumer insights throughout the organization" at the Advertising Research Foundation's 2013 Re:think conference, Ramón Portilla, senior director/insights operations and membership for Sam's Club – Walmart's wholesale unit – revealed: "We've been trying to get more and more strategic."

Ramón Portilla discusses customer-centric research
Photo credit: Dan Collazo

For Sam's Club, and its parent, that meant the research function "was commissioned to really excel at synthesizing, integrating and leveraging insights across Walmart Inc." to create a closer connection with current and potential customers.