© 2015 market track. private and confidential 1 walmart watch – september 2015 measuring...
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© 2015 Market Track. Private and Confidential 1
Walmart Watch – September 2015Measuring promotional shifts at the world’s largest retailer
© 2015 Market Track. Private and Confidential 22
Metric 9/11 Drop 9/25 Drop
Page Count 16 24
Feature Count 80 132
Rollback Share 8.8% 6.8%
New Items 11 12
Key Themes Baby Game Time, Halloween
Private Brand Share 0% 11.4%
Walmart-US - Cleveland, OH - 9/25/2015Circular - Page 1 (Front)
Walmart-US - Cleveland, OH - 9/13/2015Circular - Page 1 (Front)
Weekly Drop Metrics
© 2015 Market Track. Private and Confidential 3
This 16 page drop presented Walmart as the one stop shop for all things baby with promotions for strollers, toys, car seats,
baby food, crib monitors, and more.
9/11 Circular in Review
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The 9/25 drop was a more traditional mix of general merchandise and food, with assortment and themes
including football season, fall apparel, and Halloween.
This drop also featured a special section featuring television cooking personality Ree Drummond’s
“Pioneer Woman” kitchen line.
9/25 Circular in Review
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Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec0
500
1000
1500
2000
2500
3000
3500
2013 2014 2015
September’s promotion counts remain elevated compared to the limited offerings of June and July. This is due in part to the emerging trend of bi-
weekly circular drops at Walmart.
Feature Count by Calendar Month
Monthly Feature Ad Counts
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YTD 2014
YTD 2015
September 2014
September 2015
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%General Merchandise Grocery HBC Non-Food Grocery
September’s promotional assortment continued to shift towards more general merchandise due in part to the baby themed drop this month. With the
holidays approaching this trend will likely continue going forward.
Department Share of Promotions
Assortment Shift Analysis
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Jan Feb Mar Apr May Jun Jul Aug Sept0%
2%
4%
6%
8%
10%
12%
14%
2014 2015
Private Brand’s share of promotions fell back to the long term average, but remained elevated compared to prior year activity.
Private Brand Share of Promotions
Walmart-US - Cleveland, OH - 9/25/2015Circular - Page 12 (Middle)
Walmart-US - Cleveland, OH - 9/25/2015Circular - Page 6 (Middle)
Private Brand Share of Voice
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Jan Feb Mar Apr May Jun Jul Aug Sept0%5%
10%15%20%25%30%35%40%
2013 2014 2015
Rollback activity saw a sharp decrease in September, with the lowest share of monthly promotional activity
seen in the scope of this study thus far.
Share of Promotions with Featuring Rollback
Rollback Activity
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Walmart’s new item assortment focused on the young ones, with 15 of 23 new item callouts
promoting Toys or Infant Accessories categories.
New Item Callouts
© 2015 Market Track. Private and Confidential 10
Contact Us
These materials were prepared specifically for use by the receiving party only. The materials, and the information they contain, are confidential and proprietary to Market Track and any related companies, and may not be reproduced, published or otherwise disclosed to others without express authorization from Market Track.
Lead Business Intelligence AnalystTanie Andraos(440) 498-0500 ext. [email protected]
This presentation features circular promotion data from: