Amazon’s highly integrated shopper experience has given rise to media data platforms by Walmart, Kroger, CVS and Rite Aid, among others. These platforms bundle online and in-store promotions into a single buy, with the intent of helping marketers identify the shoppers most relevant to their brands and then influence every stage of their buyer journeys, from product discovery and meal planning to product trial and shopping routines, according to Meredith Corp. in a recent article in Supermarket News.

AdAge reports that Walmart “has been steadily ramping up Walmart Media Group in a way that already connects into other social media sites, like Pinterest and Facebook, and it has been pitching brands on how they can tap its unique shopping data for marketing campaigns.”

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