confidential; © 2015 efficient collaborative retail marketing discover. measure. act. 1 walmart...
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Confidential; © 2015 Efficient Collaborative Retail Marketing Discover. Measure. Act. 1
Walmart WatchMeasuring promotional shifts in the circulars of the world’s largest retailer
July 2015
Confidential; © 2015 Efficient Collaborative Retail Marketing Discover. Measure. Act. 2
This Months Drops
Walmart-US - Cleveland, OH - 7/31/2015Circular - Page 1 (Front)
Metric 7/31 Drop
Page Count 24
Feature Count 144
Rollback Share 35%
New Items 7
Circular Incentives Delayed Interest w/Store Card
Private Brand Share 13%
Confidential; © 2015 Efficient Collaborative Retail Marketing Discover. Measure. Act. 3
Notable Spreads
Walmart-US - Cleveland, OH - 7/31/2015Circular - Page 2/3 (Middle)
Walmart-US - Cleveland, OH - 7/31/2015Circular - Page 12/13 (Middle)
The majority of this drop featured imagery and promotions relevant to Back to School season, with sections for grade school and university students.
Grocery was incorporated into the Back to School theme with breakfast and
‘on the go’ lunch themed spreads later in the circular.
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Feature Counts Continue Y/Y Declines
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec0
500
1000
1500
2000
2500
3000
3500
2013 2014 2015
Feature Counts were flat compared to June, and continued the trend of weak Y/Y comps as WMT continued the strategy of more focused
investment in print promotions.
Feature Count by Calendar Month
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Rollback Show Sharp Up-Tick in July
Jan Feb Mar Apr May Jun Jul0%5%
10%15%20%25%30%35%40%
2013 2014 2015
Rollbacks spiked from a historical average of ~20% of promotions to 35%, driven by heavy rollback activity in school and office supplies
as well as apparel.
Share of Promotions with Featuring Rollback
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Grocery Continues to Take Space from Gen Merch, HBC
YTD 2014
July 2014
YTD 2015
July 2015
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
General Merchandise Grocery HBC Non-Food Grocery
The share of promotions dedicated to grocery grew 12% compared to July 2014, primarily taking space from general merchandise and HBC.
Department Share of Promotions
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Private Brand Over-Indexes in July 2015
Jan Feb Mar Apr May Jun Jul0%
2%
4%
6%
8%
10%
12%
14%
2014 2015
The share of WMT promotions dedicated to Private Brand also spiked in July, with the strongest showing of 2015 and nearly double the share compared to
July 2014.
This was driven largely by a strong showing in apparel and homewares.
Private Brand Share of Promotions
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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 Efficient Collaborative Retail Marketing Company, Inc. (ECRM) and any related companies, and may not be reproduced, published or otherwise disclosed to others without express authorization from ECRM.
Lead Business Intelligence AnalystTanie Andraos(440) 498-0500 ext. [email protected]