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Leaning into value: Beyond private labels, Kroger has tried to beat back Walmart and others by leaning into value via loyalty discounts, personalized offers, and fuel rewards. The number of digital offer clips is up 5% this year, which has reportedly saved customers an additional 14%.

Improving the experience: At the same time, TikTok is testing an integration that allows some creators to add product links from third-party affiliate networks such as Amazon, Walmart, and Rakuten directly to their posts, per Modern Retail.

Amazon is the driver of the retail media phenomenon, but Walmart, Target, Kroger, Instacart, and many others are jumping on the bandwagon. These companies have the advantage of first-party data and proximity to purchase, and they will continue to steal share from legacy digital ad publishers. Social network ad spending is back on track.

We鈥檝e never broken out Walmart retail clinic patients, but the company said earlier this year it鈥檚 getting out of the health clinic business entirely. What鈥檚 next? Expect to see retail clinic operators that don鈥檛 intend to completely exit the market adopt new strategies for getting patients to their locations.

For example, Walmart last week announced sweeping policy rollbacks, including withdrawing from a major LGBTQ+ index. Why it matters: Even as many companies abandon diversity, equity, and inclusion initiatives, research consistently shows public support for them.

Online merchants now top all other channels, just barely surpassing mass-market retailers such as Walmart and Target among other brick-and-mortar options. Mass retailers and drugstores lost the most market share among all channels for health and wellness products between 2020 and 2024.

The platform is testing an integration that makes it easier for creators to add affiliate links from the likes of Amazon, Walmart, and Rakuten to their posts. That makes it easier for users to shop鈥攁nd for creators to earn commissions鈥攁nd could make TikTok a more valuable sales and traffic driver for brands. TikTok Shop is also hoping to win over holiday shoppers with its 鈥淏rand Palooza鈥� campaign.

Amazon, Walmart, and others offer genAI-powered shopping assistants, and genAI chatbots are now commonplace in customer service settings. Retailers like Victoria鈥檚 Secret, Target, and Nordstrom are using genAI to enhance their search functions and improve product discovery. GenAI can personalize results based on users鈥� previous behavior and enable more conversational queries.

It's pretty fundamental, I would say traditional merchandising is you say, "Hey, I really care about this retailer," Target or Walmart or whomever. (21:06):. And then you invest some money in a program with a merchandising company and they say, "Great, thank you very much. Here's our schedule and we're going to cover this store on Monday, and then we're going to go to this store on Tuesday."

Walmart came closest to matching Amazon鈥檚 prices with just a 5% price difference on identical items鈥攁lthough that was slightly higher than last year鈥檚 4% gap.

While Walmart may not be participating in the Cyber Dozen, its 鈥淏lack Friday Deals鈥� event will kick off Monday, November 25 at 12pm Eastern for Walmart+ members before opening to the public five hours later. The sale will offer steep discounts such as 67% off a TCL 65-inch TV and 68% off a Carote cookware set.

Amazon, Walmart, and other retailers are personalizing shopper journeys via chatbots and AI-powered enhancements to the standard search experience. As a result, consumers will come to expect鈥攁nd perhaps appreciate鈥攇enAI across every search interface. For more on search advertising on retail media networks, see our June 2024 report, 鈥淩etail Media Search Forecast and Trends 2024.鈥�.

Companies such as Planet Fitness, Walmart, and Target are all expanding in-store media with a focus on tracking conversion using QR codes and other techniques. What does this mean for advertisers? OOH ad spending will buck the declines seen in other traditional media. OOH ad spending will continue to grow.

The economy is looking good as the calendar turns to 2025: Consumers are in a good position to spend, but the new administration鈥檚 policies could change that trajectory.

Ryan Mayward, senior vice president of retail sales at Walmart Connect, on the importance of using creative tailored to the specific environment and audience, which carries relevancy for retail media because brands often have access to more detailed customer data in these contexts.

Walmart, for example, convened a creator upfront in October. Predictions. Creators will move into the RMN spotlight. As they seek to burnish their incrementality tool kits, retailers will focus on creators for upper-funnel activation. Data collaboration tech will become table stakes. Retailers will leverage data collaboration to combine accurate sales tracking with the scale of the open web.