Millennial ShopperActivation Pitch

August 5, 2015

We are

Meet the Team

Greg Berard

Jackie Behar

Taylor Capps

Sophie Moskowitz

Jordan LambertIsabella Escalon

Luis Medina Amber Wilcox

Meet the Team

Agenda

• Challenge and Objectives• Competitive Landscape• Research and Analysis• Insight and Concepts• Logistics• Questions

Make Walmart's Neighborhood Market stores the go-to grocery destination for Mil-

lennials.

Our Challenge

Our Objectives• Analyze current position in grocery

market• Increase brand awareness for Walmart Neighborhood Market• Generate in-store traffic and sales• Establish strong, lasting relationship

Competitive Landscape

Competitive Landscape

Whole Foods Market

• "Healthy eat-ing educa-tion"

• Consistent & strong• App & web-

site• Millennial- friendly• Future plans

Trader Joe’s

• Quirky and natural• No social media presence• In-store experience• Low price claim

Kroger

• Straightforward & traditional

• Positive engagement• Low price claim• Rewards card

Target

• Bright & simplistic• Large social following (not grocery related)• In-store Target experience

Why these competi-tors?

Whole Foods Market: Ideal freshness perception

Trader Joe's: Unique, natural foods at affordable prices

Kroger: Your "everyday" supermarket

Target: Popularity and good reputation

Walmart Analy-sis

Walmart

• Huge social following• Consistent• Range of con-

tent• "Every day low prices”• Grocery trials

Walmart Neighborhood Market

*cricket noise*

Snap Chat CampaignIn-Store Assessment

32 million

• 1/4 size of Supercenter• Green is good• Could use more

The Millennial

Snap Chat CampaignThe Millennial Breakdown

75 million millen-nials

32 million 43 million

18-24 years old

25-34 years old

18-34 years old

Snap Chat CampaignMillennial Profile

They are:• Tech-savvy• Diverse• Spontaneous• Trendy• Social

They want:• Instant gratifica-

tion• Variety/choices• Brand relation-

ships• Experiences• Social circles

Snap Chat CampaignFood/Eating Habits

32 million

• Value freshness and va-riety

• Experimental/Adventur-ous

• Health conscious• Social experience

Source:

Snap Chat CampaignGrocery Shopping Habits

75 million millen-nials

32 million

• List makers (98%)• Impulse• Look for convenience• On their phones• Price sensitive, but willing to pay

Source:

Millennial Per-sonas

Snap Chat CampaignConsumer Target

"The Foodie"Loves to cook, eat, and try new dishes with fresh

and exciting foods.

Snap Chat CampaignConsumer Target

"The Health Nut"They workout, plan meals, and take an interest in where

their food is coming from.

Millennials and Walmart

Snap Chat CampaignMillennials Choose Walmart

How Retailers Index With Shoppers by Age Group

Snap Chat Campaign...Yet They Don't Like it.

Snap Chat CampaignFreshness is Key

"High quality freshfoods are the #1

reason a con-sumer

goes to a store." Source: shopperculture.com

Snap Chat CampaignThe IssueShoppers have ele-

vated their expectations of

fresh.

Perception Map

Expensive

Affordable

Low Freshness High Freshness

Strategy and Purchase Deci-

sion Journey

Snap Chat CampaignSWOT Analysis

Triggers Pre-store In Store Purchase

Special/occasion specific

Run out of (x)

Spontaneous

Impulse reminder

Make list/get organized

Inventory of house

Consider proximity & time

sensitivity

Consider variety, price, and value

Grocery

Store

On theirphone

Payment

Method

Compare Produce (best

quality/freshest)

Look for Best deal

Memory trigger

(oh yeah!)

New enticing product

Or display

Double-checklist

Impulse product

@ checkout

On phone

Shareexperience

Lost/Don’t know where

to go

Not sure if store has specific

product in inventory

Bad conception

s of Wal-Mart

Produce doesn’t appear fresh

Poor customer

service

Product not in store

or not found

Phone distracts

you Phone distracts

fromimpulse

shopping

Issues at self-

checkout

Poor environment

Purchase Decision Journey

Triggers Pre-store In Store Purchase

Special/occasion specific

Run out of (x)

Spontaneous

Impulse reminder

Make list/get organized

Inventory of house

Consider proximity & time

sensitivity

Consider variety, price, and value

Grocery

Store

On theirphone

Payment

Method

Compare Produce (best

quality/freshest)

Look for Best deal

Memory trigger

(oh yeah!)

New enticing product

Or display

Double-checklist

Impulse product

@ checkout

On phone

Shareexperience

Lost/Don’t know where

to go

Not sure if store has specific

product in inventory

Bad conception

s of Wal-Mart

Produce doesn’t appear fresh

Poor customer

service

Product not in store

or not found

Phone distracts

you Phone distracts

fromimpulse

shopping

Issues at self-

checkout

Poor environment

Purchase Decision Journey

Triggers Pre-store In Store Purchase

Special/occasion specific

Run out of (x)

Spontaneous

Impulse reminder

Make list/get organized

Inventory of house

Consider proximity & time

sensitivity

Consider variety, price, and value

Grocery

Store

On theirphone

Payment

Method

Compare Produce (best

quality/freshest)

Look for Best deal

Memory trigger

(oh yeah!)

New enticing product

Or display

Double-checklist

Impulse product

@ checkout

On phone

Shareexperience

Lost/Don’t know where

to go

Not sure if store has specific

product in inventory

Bad conception

s of Wal-Mart

Produce doesn’t appear fresh

Poor customer

service

Product not in store

or not found

Phone distracts

you Phone distracts

fromimpulse

shopping

Issues at self-

checkout

Poor environment

Purchase Decision Journey

Triggers Pre-store In Store Purchase

Special/occasion specific

Run out of (x)

Spontaneous

Impulse reminder

Make list/get organized

Inventory of house

Consider proximity & time

sensitivity

Consider variety, price, and value

Grocery

Store

On theirphone

Payment

Method

Compare Produce (best

quality/freshest)

Look for Best deal

Memory trigger

(oh yeah!)

New enticing product

Or display

Double-checklist

Impulse product

@ checkout

On phone

Shareexperience

Bad conceptions

of Wal-Mart

Produce

doesn’t

appear fresh

Purchase Decision JourneyDrop-off Focus

Triggers Pre-store In Store Purchase

Purchase Decision Journey

Barrier

Mindset

Task

Walmart is convenient and af-fordable, but the quality of their

food doesn't meet my expectations.

Millennials don't see Walmart as their ideal go-to grocery store.

Breakaway from the negative Walmart stigmas.

I am searching for what I need at the best value.

The poor environment and expe-rience is lowering the quality

perception of the merchandise.

Enhance the environment to im-prove the customer's perception

of Walmart.

I am not thrilled with my shopping experience at

Walmart.

Create a better in-store and on-line

brand perception and experience

Special/occasion specific

Run out of (x)

Spontaneous

Impulse reminder

Make list/get organized

Inventory of house

Consider proximity & time

sensitivity

Consider variety, price, and value

Grocery

Store

On theirphone

Payment

Method

Compare Produce (best

quality/freshest)

Look for Best deal

Memory trigger

(oh yeah!)

New enticing product

Or display

Double-checklist

Impulse product

@ checkout

On phone

Shareexperience

Bad conceptions

of Wal-Mart

Produce

doesn’t

appear fresh

In-store reality falls short of the

Millennials grocery shopping expectations.

Triggers Pre-store In Store Purchase

Purchase Decision Journey

Barrier

Mindset

Task

Walmart is convenient and af-fordable, but the quality of their

food doesn’tmeet my expectations.

Millennials don't see Walmart as their ideal go-to grocery store.

Breakaway from the negative Walmart stigmas.

I am searching for what I need at the best value.

The poor environment and expe-rience is lowering the quality per-

ception of the merchandise.Enhance the environment to im-

provethe customer's perception of

Walmart.

I am not thrilled with my shopping experience at

Walmart.

Create a better in-store and on-line

brand perception and experience

Special/occasion specific

Run out of (x)

Spontaneous

Impulse reminder

Make list/get organized

Inventory of house

Consider proximity & time

sensitivity

Consider variety, price, and value

Grocery

Store

On theirphone

Payment

Method

Compare Produce (best

quality/freshest)

Look for Best deal

Memory trigger

(oh yeah!)

New enticing product

Or display

Double-checklist

Impulse product

@ checkout

On phone

Shareexperience

Bad conceptions

of Wal-Mart

Produce

doesn’t

appear fresh

In-store reality falls short of the

Millennials grocery shopping expectations.

Triggers Pre-store In Store Purchase

Purchase Decision Journey

Barrier

Mindset

Task

Walmart is convenient and af-fordable, but the quality of their

food doesn't meet my expectations.

Millennials don't see Walmart as their ideal go-to grocery store.

Breakaway from the negative Walmart stigmas.

I am searching for what I need at the best value.

The poor environment and expe-rience is lowering the quality per-

ception of the merchandise.Enhance the environment to im-

provethe customer's perception of

Walmart.

I am not thrilled with my shopping experience at Wal-

mart.In-store reality falls short of

the Millennials grocery shopping

expectations.

Create a better in-store and online brand perception and experience.

Special/occasion specific

Run out of (x)

Spontaneous

Impulse reminder

Make list/get organized

Inventory of house

Consider proximity & time

sensitivity

Consider variety, price, and value

Grocery

Store

On theirphone

Payment

Method

Compare Produce (best

quality/freshest)

Look for Best deal

Memory trigger

(oh yeah!)

New enticing product

Or display

Double-checklist

Impulse product

@ checkout

On phone

Shareexperience

Bad conceptions

of Wal-Mart

Produce

doesn’t

appear fresh

Stategic Direction

Competi-tion

Brand ConsumerShopper

Major competitorseither emphasize their selection of

organicand specialty fooditems, or leverage

their size and brandPower to draw ingrocery shoppers.

Stategic Direction

Competi-tion Brand ConsumerShopper

Walmart's greatest asset is it's supply chain that allows it to deliver the best prices but not nec-

essarilythe best quality

or freshness.

Stategic Direction

Competi-tion Brand ConsumerShopper

Shoppers continue to

go to Walmart but they do not see

associated benefitsbeyond saving

money.

Stategic Direction

Competi-tion

Brand ConsumerShopper

The Millennial val-ues

fresh and fun food,expects an enjoy-able brand experi-

ence,and is willing to pay to get both.

Stategic Direction

Competi-tion

Brand ConsumerShopper

The Millennial val-ues

fresh and fun food,expects an enjoy-able brand experi-

ence,and is willing to pay to get both.

Shoppers continue to go to Walmart

but they do not seeany associatedbenefits beyondsaving money.

Walmart's greatest asset is it's supply chain that allows it to deliver the best prices but not nec-

essarilythe best quality

or freshness.

?

Major competitorseither emphasize their selection of

organicand specialty fooditems, or leverage

their size and brandPower to draw ingrocery shoppers.

Insight

The "I can have it all" millennialgeneration doesn't believe that

youcan get fresh, high quality food

for low prices.

How can we change this behavior?

Transparency, hon-esty, natural foods,

truthful about freshness

Rejuvenate Walmart's image,

refresh with healthy food,

refresh in springtime

Let's get Real. Let's Re-fresh.

Spring 2016 Campaign

Snap Chat CampaignMood Board

Creative - In Store

Snap Chat CampaignIn-Store Signage

Snap Chat CampaignIn-Store Accessories

Purpose

• Enhance and refresh in-store environment

• Emphasize campaign mes-sage with repetition

Creative - Digi-tal

Snap Chat CampaignWebsite

Snap Chat CampaignMobile App

Snap Chat CampaignSocial Media Content

#LetsRefresh

Banners & Content Mar-keting

Millennial food blogs

Snap Chat CampaignSnapchat Filter

Purpose

• Revive reliability perception

• Creates brand to shopper relationship

• Engaging and interacting

• Generates buzz/pre-store awareness

Experiential

Partnership

Partnership

• Host parties• Spark conversation • Direct engagement • Word of mouth • Reach, branding, sales

Partnership - Incentives

Purpose• Directly engage and socialize with consumers

• Generate conversion through first

hand trial and experience

• Differentiate Neighborhood Market

• Generate buzz/social conversa-tion

Media Timeline

Snap Chat CampaignMeasuring Success

Pre-Survey

Campaign

Post-Survey

Budget

Spend 7,801,000.21

Why Refresh?• Revitalize Walmart Neighborhood Mar-

ket perception without divorcing the Wal-mart brand

• Strategically use the time of year as a campaign catalyst

• Reach millennials in an innovative and effective manner

• Drive millennials in-store to increase sales

• Help millennial grocery shoppers buy well

Questions?