EXPRESS

2014

WALMART: 2014STORES

SUPERCENTERSAM’S CLUB

DISCOUNT STORES

SMALL FORMAT

NEIGHBORHOOD MKT

6323288

346

508

61

05.09.1205.09.12

SMALL FORMAT

LOW PRICES

CONVENIENCE

WALMART EXPRESSGOALS

MARKETINGOBJECTIVES

MARKETINGOBJECTIVES

BY 2016in

60610, 60642, 60654

25% ($10M) of

convenience store

market

increase awareness 3X from 5%

to 15%

increase operations from 2 to 3

stores

TARGETCUSTOMER

CUSTOMERSMARKET SEGMENT

Price-sensitive affluents: wealthier

consumers who love deals

Brand aspirational: low-income consumers

interested in purchasing brand name products

Value-price shoppers: low-

income consumers who could only afford

low prices

60610

60654

60642

Seward Park

A STORYSAMMY + WALT

Time is limited, convenience is keyWe both work FTWe don’t have a car We are on a budget and love bargainsWe like fresh produce Least # of stores to

visit is better

BEHAVIORAL OBJECTIVES

BEHAVIORAL OBJECTIVES

BY 2015in

60610, 60642, 60654

increase 1st visit or trial

by 35%

increase retention by

35%

increase current shopper

purchases by 35%

MENTAL OBJECTIVES

MENTAL OBJECTIVES

BY JAN 2016

in60610, 60642,

60654

Considered low price

leader among

competition

Be perceived

as the best one-stop-

shop

POSITIONINGSTATEMENT

POSITIONINGSTATEMENT

To low-income urban families and individuals,

Walmart Express is the one-stop-shop convenience storethat offers the most affordable pricesbecause we are committed to saving you money and helping you live better

CREATIVEIDEA

5 BOX POSITIONING

Current belief:Low-prices, but

larger store not in city.

Desired do:Aware of Walmart Express and low prices through

Advertising

Current do:Little to no

Walmart Express advertising

Desired belief:Offers low prices in

their community

Customer Prop:one-stop-shop

convenience store that offers low

prices

WALMART EXPRESSCREATIVE IDEA EXPLAINED

Linking to history of low-prices

Logo, brand recognition

show proximityArticulate offerings

Link to FB to create personalized coupon

url and QR code

STRATEGICMETRICS

STRATEGICMETRICS

Repeat customers 50% Increase

35%

Social media impact

FB w/1,704 likes

+5,000 likes by 2015

New customers

w/FB coupons

Non existent

35% of FB likes

(1750)

MEASURE CURRENT GOAL

EXPRESS