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Walmart Shopper Influencer Community Study May 2019

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SheSpeaks surveyed Walmart Shopper Influencers between April 20-23rd 2019 to better understand their shopping habits

We were interested in learning more about how Walmart shoppers were approaching:

1) Online grocery pick up and delivery
2) Online shopping vs. in-store purchases

Following are high-level findings and data from the study. SheSpeaks conducted a similar study in 2017 and comparisons are shown where applicable.

KEY INSIGHTS:
1. More Shoppers Both In-Store & Online: While the majority of shoppers shop in-store, more shoppers are shopping both in-store and online than in previous years. That percentage has increase 50% from 2017 to 2019!

2. Increase in OGP Usage: Online Grocery Pickup usage has increased since our last survey in 2017 with 26% of respondents using the OGP service. This represents a steep increase vs. 2017 when just 5% of respondents used.

3. Free Shipping continues to top the wish list for services that walmart.com offers with 64% of shoppers indicating that they want this service.

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Walmart Shopper Influencer Community Study May 2019

  1. 1. Walmart Shopper Study May 2019 Missy Tiller | missy.tiller@shespeaks.com 479.601.1262
  2. 2. SheSpeaks Walmart Shopper Communities 30,000 INFLUENCERS 150MM Reach
  3. 3. Walmart Shopper Study April 2019 SheSpeaks surveyed Walmart shopper influencers on April 20-23rd 2019 to better understand their shopping habits We were interested in learning more about how Walmart shoppers were approaching: 1) Online grocery pick up and delivery 2) Online shopping vs. in-store purchases Following are high-level findings and data from the study. SheSpeaks conducted a similar study in 2017 and comparisons are shown where applicable.
  4. 4. Three Things We Learned 1. More Shoppers Both In-Store & Online: While the majority of shoppers shop in-store, more shoppers are shopping both in-store and online than in previous years. That percentage has increase 50% from 2017 to 2019! 2. Increase in OGP Usage: Online Grocery Pickup usage has increased since our last survey in 2017 with 26% of respondents using the OGP service. This represents a steep increase vs. 2017 when just 5% of respondents used. 3. Free Shipping continues to top the wish list for services that walmart.com offers with 64% of shoppers indicating that they want this service.
  5. 5. Browsing products in the store influences purchase decisions the most
  6. 6. The majority of shoppers who follow Walmart via social media, follow on Facebook 42% 22% 18%6% 9% 42% follow Walmart on Facebook. 6% follow Walmart on YouTube I I I I I Do you follow Walmart via social media? The number of those following most of Walmart’s social media remained consistent over the last two years on most social channels, with Instagram increasing 5% from 13%. 9% follow Walmart on Pinterest 18% follow Walmart on Instagram. 22% follow Walmart on Twitter
  7. 7. While 26% of shoppers have used Walmart Online Grocery Pick up in the last 90 days, most shoppers have not used it 13% 74% 1%2% 3% 7% While OGP usage has increased with respondents, 26% have used the service.
  8. 8. Dry goods and household needs items are tied for the most popular products to purchase through Walmart OGP If you have used Walmart Online Grocery Pickup, what types of products do you currently buy? Dry Goods 23% Bakery 20% Canned Goods Dairy Frozen Foods Produce Meat 16% 17% 15% 12% Beauty/ Personal Care Household Needs Pet Baby 13% 23% 17% 13% 6%
  9. 9. The majority of Walmart shoppers do not regularly use Walmart Online Grocery Delivery 1%1%2%3% 7% 87%
  10. 10. Household needs are the most popular product to buy for shoppers who use Walmart Online Grocery Delivery If you have used Walmart Online Grocery Delivery, what types of products do you currently buy? Dry Goods 12% 12% Canned Goods Dairy Frozen Foods Produce Meat 8% 8% 8% 6% Bakery Beauty/ Personal Care Household Needs Pet Baby 8% 12% 11% 9% 5%
  11. 11. The majority of Walmart shoppers prefer to shop in-store 76% 12% 4% 7% More shoppers are shopping both in-store and online than in previous years. That percentage has increased from 8% to 12% from 2017.
  12. 12. More shoppers report that they would like to see free shipping on all Walmart.com orders If you could pick one of the following, what do you wish Walmart.com would add? Discount subscription on everyday essentials like laundry detergent or pet food Lower prices 23% 8% N/A None of these 5% Free shipping on all orders 64% Free Shipping increased from 58% of respondents to 64%
  13. 13. Shoppers tell us their favorite things about Walmart “Convenience of knowing they will have everything I need.” “Its fun to shop--I can get everything in one stop, the prices are low, and they carry everything I need and things I didn’t know I needed!!” “They have a large selection of items. The prices are reasonable. I like the people that work there.” “It is located relatively close to my home. They have reasonable prices and I like their self check- outs.” “I love that it is a one stop shop so we can get everything we need usually in one time versus having to run to different stores.” “I love the grocery pick-up FREE option. Easy and convenient. Also, the customer service is AMAZING.” “I am able to save a ton of money shopping at Walmart.” “The store is convenient to my home, familiar and offers better prices than the grocery store.” “There are certain things I can't find anywhere else and Walmart always has them.” “I like that when I place an online order, I can get it in 2 days.”
  14. 14. You just found out 20 people are coming for dinner tomorrow! What are you buying at Walmart to make this evening fabulous? “A bunch of Walmart rotisserie chickens, some chicken tenders and sides from the deli, chips and dip and some desserts from the bakery.” “Appetizers, a new table cloth, fun disposable plates, wine and beer.” “If I'm cooking for that many, then it's going to be pasta & salad. I'd buy pasta, ground beef, pasta sauce, tomatoes, green peppers, pre-made salads & garlic toast.” “Pre-made dessert trays; fresh salad and salad ingredients.” “Decorations, centerpieces, fruit, dessert paper plates, New hand and kitchen towels...I can find everything I need without feeling like I overpaid.” “I am going to go and get drinks and paper products....I would probably get some fruit trays and veggie trays as well.” “Flowers, cheese, wine, crackers, pork roast , potatoes, green beans, ingredients for a salad and dessert.” “Tikki torches” “Hamburger meat, buns, veggies, tator tots, cake and Blue Bell ice cream, sweet tea, lemonade and juice. Probably grab paper plates, napkins, and a cute tablecloth while I'm there.” “I would be ordering some hot food items.. perhaps chicken. Pick up paper and plastic items. I would browse aisles for snacks, movies and board games as well.” Walmart is the solution for many shoppers!
  15. 15. Powered by an engaged community of 250,000 women, SheSpeaks can provide brands with on- demand insights & content and content amplification & distribution reaching hundreds of millions of shoppers of their specific retailer or retailers. SheSpeaks Retail Communities CREATE CONTENT • Targeted Retailer Influencers • Retailer call outs and tagging in content • Product Reviews on Retailer sites DISTRIBUTE CONTENT Content is boosted and paid social ads are focused on geo- and demo targeted shoppers for specific retailers INSIGHTS/RESEARCH • Qualitative & Quantitative Surveys and Studies with shoppers • Discussion Forums for Direct Comments & Conversation
  16. 16. Why SheSpeaks? SheSpeaks offers clients the largest community for women to speak their voice and their opinion on brands Scale We reach over 300MM consumers each month Research & Insights We have 250,000 people in our community and proprietary CRM data on them and their followers Product Reviews Partnership with Bazaarvoice that allows us direct syndication on all major retailers In-home Sampling Themed or brand/retailer exclusive boxes sent to opt-in members and influencers WE MAKE IT EASY! Turn-key campaign management and we can partner with any other media vendor on the market.
  17. 17. Thank You! Missy Tiller 479.601.1262 Missy.Tiller@SheSpeaks.com

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