Grocery spotlight

Given that Grocery is the top product category Walmart shoppers are active in, here are a few tips and data points for brands in the category.

What makes effective eCommerce ads?

• Bold, eye-catching creative that visually stands out
• Product first, showcasing both the product and its value right away
• Flexible check out that allows shoppers to switch between in-store and online, different geolocations, and fulfillment options
• Don’t be afraid to try out different formats. Successful grocery brands in 2024 have effectively used QR codes, OTT advertising, and livestream commerce to reach consumers.

Hot tip: Be quick and nimble with your creative. The world needs to be able to experience your brand and buy it. 

• Get the basics down. Are Facebook, Instagram, and TikTok part of your marketing mix? Are you marketing to Walmart shoppers in the right regions, at the right time, and day of the week?
• Collect first-party data. Your website and organic media audience are worth gold. Drive this qualified shopper base to purchases at their preferred retailers, don’t let them go search elsewhere. Gather insights, with an “always on” shoppable strategy, about their shopping preferences all the way through to check-out at retailers, and build look-alike audiences to target via your media campaigns. Your data from all year round will help you optimize your high-season media campaigning to target and use your budgets more wisely. This will allow you to make your investments more profitable.
• Pay attention to pricing and consumer behaviors in tandem. Run tests to determine which audience segments are most price-conscious and find ways to appeal to them. In many categories, consumers will wait until the price is right, or switch to private-label or competitor products if your product is not competitively priced. 
• Don’t stop spending. Consumers might be hesitant to spend on high prices, but they will still buy your products. The economic backdrop emphasizes the need for brands to look for efficiencies in their marketing and media spend. The brands that can keep investing despite this backdrop will gain share and withstand the test of time.
• Get creative in your media design, in your media mix, and in your partnerships. Test and learn discount messaging.

Denise Woodward of Partake Foods explains how to scale a small business   “It’s tools like MikMak that give us the visibility on where our consumers are in the funnel from a consideration to purchase perspective and it allows us to support our retail partners.”