Walmart is revving up its "content engine," and it wants brand marketers to supply the fuel, though it can also come from consumers or even the Defense Department.
In particular, earth's biggest retailer is preparing an enhanced "Print Plus" program pairing digital "liquid content" from brands with its 80-million-circulation weekly circular. Brands will supply such things as recipes and how-to videos customers will see as they pass their smart phones over the print ads.
Walmart executives made the pitch at the Path To Purchase Institute's Shopper Marketing Summit in Schaumburg, Ill.
As he detailed how Walmart churns out more content in an April 9 presentation, Clint McClain, senior director-marketing communications platforms at Walmart, said, "I'd be surprised if 15% of the content comes from us," adding that he expects supplier will furnish "at least 90%."
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