Walmart Connect is shaping how brands and shoppers interact inside Walmart stores. As retail media continues to evolve, this platform is at the center of connecting advertising with customer behavior during in-store visits.

Many shoppers see ads while browsing online, but Walmart Connect brings these experiences directly into physical stores. This creates a new environment where in-store shopping and digital marketing come together.

The combination of technology, data, and Walmart's large network of stores makes this approach unique. It allows for a consistent experience across both online and in-person shopping.

What Is Walmart Connect And How Does It Work

Walmart Connect is Walmart's retail media network that connects brands with shoppers through both online and in-store advertising. The platform uses Walmart's physical store network and customer data to deliver targeted advertising throughout the shopping journey.

The system works by combining three main components:

• Retail Media Platform: Walmart Connect offers brands a way to reach shoppers while they are shopping, both online and inside Walmart stores

• Omnichannel Reach: The platform covers digital ads, in-store screen displays, audio ads, and interactive experiences across multiple touchpoints

• Data Integration: Walmart Connect gathers and analyzes data from both online activity and in-store shopping to create targeted ads

Walmart Connect operates by placing advertising messages at specific moments when customers are most likely to notice them. This includes everything from entrance displays that catch attention as shoppers enter the store to checkout screens that appear during the final purchase decision.

Why Walmart's First-Party Data Powers In-Store Targeting

Walmart collects information directly from its customers during everyday shopping activities. This first-party data comes from real shopping behaviors rather than purchased information from other companies, making it more accurate for targeting.

The platform uses this data to understand shopper habits and deliver relevant ads to specific groups of people inside stores. Walmart Connect can identify different audience segments based on actual customer behaviors and preferences.

Key data sources include:

• Purchase History: Records of items and brands customers have bought previously

• Demographic Information: Details like age range, household size, and shopping frequency

• Shopping Preferences: Patterns in product categories customers browse or add to carts

• Location Data: Information about which stores customers visit and how often

This first-party data approach allows Walmart Connect to match advertising messages with the right audience at the right point in their shopping journey. The system does not rely on outside data providers or cookies, making it specific to Walmart's own shoppers and store environments.

In-Store Ad Formats Available Through Walmart Connect

Walmart Connect offers several advertising formats designed for different parts of the customer's shopping trip. Each format targets specific moments when customers are most likely to engage with brand messages.

Digital Signage And TV Wall Spots appear on screens throughout Walmart stores, including near entrances, in high-traffic areas, and in departments like electronics or bakery. These displays show video or image ads to customers as they move between aisles, often catching attention during the inspiration and consideration phases of shopping.

Self-Checkout And Smart Cart Screens display ads at the point where customers complete their purchases. These screens reach customers during high-intent moments when they are making final decisions about their shopping cart contents.

Product Demonstrations And Sampling involve live events where customers can interact directly with products. Brand representatives set up stations to show how products work or offer samples, creating hands-on engagement opportunities.

AR And Interactive Kiosks use technology-based stations where customers can interact with digital displays, visualize products, or get additional information. These experiences help customers make decisions and discover products they might not have noticed otherwise.

Steps To Launch An In-Store Campaign

Setting up a Walmart Connect in-store campaign involves several specific steps that move from planning to execution.

Define Audience And Objectives starts with identifying the target customers and campaign goals. This includes deciding which shoppers to reach based on demographics, interests, or shopping habits, and determining what action the campaign aims to prompt, such as product awareness or direct purchase.

Secure Access Or Partner Agency involves choosing between direct platform access or working with a certified partner agency. Agencies provide expertise in campaign setup, management, and optimization for brands that prefer professional support.

Select Store List And Ad Formats requires choosing specific Walmart store locations and appropriate ad formats. Store selection depends on where target audiences shop or where products are sold, while format selection aligns with campaign objectives and audience behavior.

Upload Creative And Set Budget involves submitting advertising materials that meet platform specifications and allocating campaign budgets across formats and locations. Each placement type has specific requirements for file type, size, and dimensions.

Launch And Monitor In Real Time includes campaign activation and ongoing performance tracking. The platform provides real-time monitoring tools that show how ads perform in stores and identify optimization opportunities.

Measurement And Optimization For Omnichannel ROAS

Walmart Connect includes measurement tools that track advertising performance across both digital and in-store environments. These tools help brands understand how ads influence shoppers throughout their buying journey.

In-Store Sales Lift Analysis examines whether product sales increase in stores where advertising runs. The platform compares sales data before, during, and after campaigns in specific locations, using point-of-sale systems to track purchases of advertised products.

Cross-Screen Attribution With Walmart Luminate connects in-store ad impressions to both online and offline shopping activity. Walmart Luminate, the analytics platform, collects data from digital displays, e-commerce sites, and in-store purchases to track complete customer journeys regardless of where they start or end.

Creative A/B Testing involves running multiple versions of advertisements simultaneously to different audience groups. The platform measures and compares results from each version, such as engagement metrics or sales, to identify which creative content performs better over time.

Best Practices To Maximize Shopper Engagement

Effective in-store campaigns follow specific strategies that align with how customers shop and make decisions inside Walmart stores.

Timely Messaging Near Category Aisles involves placing ads near related product sections where shoppers are already considering similar items. For example, a snack brand might display ads near the beverage section where customers are planning meals or gatherings.

Value-First Creative And Clear CTAs focuses messaging on customer benefits rather than product features. Effective ads highlight savings, convenience, or solutions with clear next steps like "Try now," "Scan to learn more," or "Add to cart at checkout."

Consistent Omnichannel Storytelling maintains the same brand messages, colors, and visual elements across all customer touchpoints. Shoppers who see an ad on a store TV wall and later find the same product on the Walmart app experience consistent branding and messaging.

Emerging Innovations And Future Roadmap

Walmart Connect continues developing new technologies to advance in-store advertising capabilities. These innovations use artificial intelligence and interactive features to create more relevant shopper experiences.

Computer Vision Powered Shelf Screens use AI to analyze shelf conditions and shopper behavior in real time. These displays can identify product stock levels, detect when customers approach certain items, and adjust advertisements accordingly, such as highlighting products that are almost out of stock.

Shoppable Livestreams Broadcasting In Store feature interactive videos on digital screens throughout stores. These broadcasts show live product demonstrations where shoppers can use their phones or in-store devices to immediately purchase featured items while watching.

API Access For Real-Time Bidding introduces programmatic advertising to in-store campaigns. Software systems automatically buy and place ads on screens throughout Walmart stores based on advertiser parameters like target audience and budget, allowing faster campaign adjustments across multiple locations.

Transform Your In-Store Strategy With Walmart Connect

Walmart Connect transforms how brands connect with customers inside physical stores through digital screens, interactive displays, and product sampling. The platform uses Walmart's first-party data to target specific shopper groups based on purchasing behavior, demographics, and store visit patterns.

Brands can access Walmart Connect directly or through certified partners who provide campaign planning, creative development, and performance analysis support. Agencies with retail media experience help brands select appropriate ad formats, set up measurement systems, and optimize campaigns based on real-time data.

The platform's omnichannel measurement capabilities track customer interactions from initial ad exposure through final purchase, whether that happens in-store or online. This comprehensive view helps brands understand the full impact of their in-store advertising investments.

For brands looking to explore Walmart Connect campaigns with expert guidance, schedule an introductory call to discuss strategy and implementation options.