How can a huge retail chain reach social media consumers in a more ‘local’ way? With the goal of providing consumers with offers and updates from local store locations, Walmart recently launched nearly 3,600 store-specific Facebook pages.
Walmart already has almost 9.5 million Facebook fans, and is hoping to engage them further with the “My Local Walmart” application. Through the app, Walmart’s Facebook fans will receive updates in their Newsfeed with rollbacks, new product arrivals, and special events.
AdAge notes that this partnership brings together “two of the biggest institutions in U.S. marketing,” with Walmart’s 150 million shoppers monthly, and Facebook’s 165 million U.S. users.
The immediate goal of this social media campaign is “to allow us to make our stores relevant locally at scale,” according to Stephen Quinn, chief marketing officer for Walmart U.S. However, he voiced hopes to grow Walmart’s site-to-store e-commerce program and evolve it into an individualized marketing program. While the focus now is on a “localized” experience, Quinn told AdAge that eventually “It will be very personalized.”
How does it work?
- Facebook fans visit Walmart’s Facebook page
- They input their zip code and “like” their local retail Walmart location
- Customers receive alerts from selected stores twice weekly (at least initially, to avoid “bombarding” customers)
- Users can take advantage of special features, like downloading store maps via smartphone to find Black Friday sales in the store
The information in the alerts will largely be determined by analysis from Walmart’s headquarters, but a “local override” will also be in place to let store managers customize content for their locations. The app will allow Walmart to tailor marketing based on local events, from weather to sporting tournaments to Nascar races.
In terms of privacy, the app will not show what others are shopping for or buying, but Walmart is hopeful that consumers using the app will generate more product “likes” and “increase the viral effect of its fan base.”
“Walmart has taken it to another level” says Carolyn Everson, vice president of global marketing solutions for Facebook, by going beyond just a “local tab on their fan page.” According to Wanda Young, senior director of digital marketing at Walmart, “Local is the most important thing we can be building toward for social.” The company’s goal is to integrate this program on other social media networks, including Twitter.
