Walmart expands its footprint in the digital grocery games
Who’s on Top? – June 4-10, 2018
National TV ad spend saw a small increase of 4% during the week of June 4th, reaching a total of $950 million. Spend on new advertising also rose, reaching $149 million – an increase of 20% week over week. For the second week in a row, the NBA Finals brought in the most revenue for both new and total national TV advertising. The last two games of the championship were responsible for $71 million overall, including $20 million for new commercials. As a comparison, the Stanley Cup finals only brought in $18 million total, with new TV spots accounting for just $3 million.
The grocery aisle has become as a critical battleground for retailers, especially after Amazon’s purchase of Whole Foods last year. Traditional brick and mortar stores are looking for new ways to win over consumers by pushing into the digital space, giving consumers more options than ever before.
Walmart has been a fierce competitor in the space, offering consumers the option to order groceries through its mobile app and receive free curb side store pickup, a service it began back in 2016. With the competition heating up recently like never before, the retailer has been aggressively expanding to new locations and new ads released this week announced that the service is rolling out nationwide.
All of Walmart’s new ad budget for the week went to three new TV spots promoting the service. Each commercial shows Walmart customers conveniently ordering groceries through the retailer’s app, while personal shopper’s in-store do the leg work. All the customer has to do is relax, roll up to the curb and enjoy their food.
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