A New Take on Living Better

The Background

Walmart has been helping people “Live Better” for decades. From accessibility, philanthropy, serving small business, convenience, sustainability to technology, they have made it their mission for their consumers to “Live Better” in various different ways.
The Problem

Consumers' definition of "living better" changes over time, but their perception of Walmart has remained stagnant. Despite the shift to online shopping, Walmart is still viewed as a physical retailer.
The Ask

Develop a 360-degree campaign to position Walmart as the preferred digital destination for customers.

Methodologies included In-Depth Interviews, Secondary Competitive & Consumer Research, Consumer Survey, Perceptual Mapping

“Walmart has been a household staple for my family for decades, but I never figured out the app. I’ve downloaded it, but it sits on my phone, to be honest.”

— Faye, 45

Living better means meeting the needs and new demands of consumers, digitally.

80% of customer interactions with brands are expected to happen via digital channels by 2025. Consumers are looking for seamless experiences, personalization, consistency, and convenience.

Customers prioritize having products available "now" rather than "later," and are quick to abandon a shopping experience if it becomes too complicated. They highly value their time and seek out brands that prioritize and respect it.

Meeting The Consumer Needs

The Insight

We avoid things that we don’t perceive to make our lives easier.

The Opportunity

By emphasizing the convenience of their app and website, Walmart can demonstrate how they cater to the personal needs and preferences of their customers.

The campaign should reintroduce the benefits of using their digital platforms while staying true to the evolving meaning of "living better" in today's world.