How customer insights help Walmart maintain relevance and build out e-commerce

Walmart, the retailer, is leveraging strategic media partnerships as it seeks to serve consumers during the COVID-19 pandemic.

Sarah Henry, Walmart’s director of strategic media partnerships, is focused on building engagements across the retailer’s digital resources.

And through working with the likes of Meredith Corp., the media group, her team has identified a number of new customer profiles and interests.

Throughout the past few months, Henry explained during the Association of National Advertisers’ (ANA) 2020 Digital and Social-Media Conference, which was held online, “Consumers want comfort from trusted resources.

“They're planning for anything. And they're prepared to shift to the future, whether that means adjusting to new routines, keeping things fresh, or celebrating events differently.”


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