Walmart, the world’s largest retailer, holds nearly 6.04% share of the US retail market. It also leads the US online grocery sector, holding a 36% market share.
The company operates over 10,770 stores worldwide, with 4,740+ located in the United States. About 90% of the US population lives within 10 miles of a Walmart store. The sheer scale of its reach means every tweak in its marketing strategy can influence millions of consumers instantly.
Despite its roots as a traditional brick-and-mortar discount chain, Walmart has become an omnichannel leader by aligning marketing with data, technology, and evolving consumer behavior.
Its advertising arm, Walmart Connect, has surged in prominence, growing advertising revenues by over 30% every year— outpacing Amazon’s retail growth in some segments. [1]
Here are some of Walmart’s marketing strategies that have worked well in recent years. Whether you’re a marketer, strategist, or simply a curious consumer, Walmart’s approach offers a masterclass in high-volume, low-margin, data-powered brand dominance.
Did you know?Walmart is now the 16th biggest ad seller by revenue outside of China, reflecting its growing influence in the advertising industry.
Table of Contents
1. Everyday Low Prices
Walmart’s foundational promise that fuels volume-driven dominanceThe “Everyday Low Prices” (EDLP) model is the bedrock of Walmart’s retail philosophy. This model is designed not just to attract price-sensitive consumers but to fundamentally reshape customer expectations around value and affordability.
Unlike many retailers who rely heavily on fluctuating promotions or holiday discount spikes, Walmart maintains a pricing strategy where base prices are kept low year-round.
It’s a scale strategy — by negotiating low costs with suppliers and optimizing logistics through its global supply chain, Walmart can afford to keep profit margins low (about 2.75% net margin) while still achieving immense profitability due to high turnover and foot traffic. [2]
This model has been particularly effective in groceries, where Walmart now holds over 21% of the US grocery market, making it the biggest grocery retailer in the country. [3]
2. Omnichannel Retailing
Integrating physical stores and digital platformsWalmart’s omnichannel retailing is not just a buzzword — it’s a transformative, integrated system that connects over 10,770 stores across 19 countries with one of the most visited retail websites in the world.
This “Buy Online, Pick Up In-Store” strategy bridges the gap between brick-and-mortar and digital commerce, giving Walmart a 360-degree view of the customer journey while allowing shoppers to switch seamlessly between channels. These services are available in most of Walmart’s 4,700+ US locations, with over 4,300 stores offering same-day delivery.
Interestingly, rather than being disrupted by e-commerce, Walmart turned its store network into a strategic asset. This approach led to more in-store shopping, with 70% of customers making additional purchases when picking up online orders. [4]
3. Walmart Connect
Walmart’s data-driven advertising empireWalmart’s rapidly growing retail media network, Walmart Connect, harnesses first-party shopper data, in-store traffic, and digital platforms to offer brands powerful, targeted advertising opportunities.
This platform allows advertisers (from electronics giants like Samsung to household staples like Unilever) to place ads across Walmart.com, the Walmart app, and in-store screens. It’s more than just display ads — it’s a closed-loop measurement system that lets brands track performance from impression to conversion.
Walmart stores get over 255 million customer visits each week around the world, and its website, Walmart.com, gets about 520 million unique visitors every month. The company collects detailed data on how people shop, what brands they like, and what they usually buy together — and this is what makes Walmart Connect so powerful.
Almost half (46%) of marketers used Walmart Connect in 2024, up from only 24% in 2023. That same year, Walmart’s global advertising business made $4.4 billion, showing a 27% increase compared to 2023. [5]
4. Private Label Brands
Strategic move to maximize margins and build customer trustInstead of simply selling third-party products, Walmart has developed and aggressively expanded its own in-house brands across categories like groceries, household goods, personal care, apparel, and even electronics. These brands are strategically priced 15% – 30% lower than national competitors.
Unlike Amazon Basics, which faces brand trust issues, Walmart’s private labels benefit from in-store trial visibility and strong shopper familiarity.
At the heart of this strategy is “Great Value,” Walmart’s flagship private food brand, which is found in nearly every US household. Another popular name is “Equate,” which offers low-cost personal care products. In 2024, Walmart introduced a new brand called “Bettergoods,” which focuses on plant-based and specialty diet items to appeal to health-conscious shoppers.
Private brands make up about 30% of Walmart’s sales, outperforming competitors like Target (25%) and Kroger (28%). Great Value and Equate, in particular, have high household penetration rates, with 86% and 75% respectively, indicating widespread consumer acceptance. [6]
5. Walmart+ Membership Program
Subscription strategy to lock in loyalty and battle Amazon PrimeLaunched in 2020, Walmart+ is a smart move to counter Amazon Prime and redefine the value of loyalty in the digital age. For $12.95 per month or $98 per year, members get unlimited free grocery delivery, special fuel discounts, and scan-and-go in-store checkout.
Plus, they receive early access to special promotions and events, such as Black Friday deals, enhancing their shopping experience with exclusive savings opportunities.
Today, Walmart+ has about 32 million subscribers. About 81% of Walmart+ members have used the grocery delivery service in the past year, compared to 20% of all Walmart shoppers.
The company keeps adding value to its Walmart+ program through strategic partnerships. For example, it teamed up with Burger King — members get 25% off digital orders and a free Whopper with any purchase every three months.
6. Rollback Pricing
Walmart’s data-driven advertising empireWhile Walmart is famous for its “Everyday Low Prices” (EDLP) model, the Rollback Pricing strategy adds a dynamic layer by temporarily reducing the price of specific products.
Rollbacks are not random; they are data-driven, product-specific, and timed with inventory cycles, demand shifts, and competitor pricing movements. A main reason for Rollbacks is to move slow-moving or seasonal inventory to make space for high-velocity products, especially in high-volume categories like apparel and electronics.
The company has expanded its Rollback program significantly in recent years. More than 7,000 items have seen price reductions across various categories, including groceries, electronics, and household goods. [7]
7. In-Store Promotions and Signage
Walmart’s visual merchandising engine for driving impulse buysOne of the major reasons for Walmart’s physical retail dominance is a carefully orchestrated visual merchandising system — one that uses prominent, persuasive signage and tactical in-store promotions to influence decisions in real time.
Walmart uses bright, eye-catching signs in its stores to highlight deals and direct shoppers. It also uses digital screens in different departments to make the shopping experience more modern. These screens show ads and product info, helping influence what customers buy right at the point of sale.
A case study showed that digital signage led to a 66% increase in sales for certain products, demonstrating its effectiveness in capturing customer attention.
Walmart is transitioning from traditional paper price tags to digital shelf labels in over 2,300 stores. These electronic labels allow for real-time price updates via a mobile app, enhancing pricing accuracy and operational efficiency. [8]
8. Digital Marketing and Social Media Engagement
How Walmart scales community across digital ecosystemsWalmart maintains a robust presence across major social media platforms, tailoring content to each platform’s unique audience. For example, it uses Facebook to reach a wide audience by sharing a mix of promotions and customer stories.
On Instagram, it posts eye-catching content like product highlights and works with influencers. On Pinterest, Walmart shares themed boards with seasonal items and home décor ideas to inspire shoppers.
As of 2025, Walmart had more than 4 million followers on Instagram, 1.7 million on TikTok, 1.3 million on X (formerly Twitter), and over 800,000 subscribers on YouTube.
To connect with younger audiences, Walmart has entered the world of immersive digital experiences. One example is Walmart Discovered on Roblox — a virtual store where users can explore and buy items using Robux.
9. Personalized Shopping Experience
Leveraging data and AI to build one-to-one retail at scaleWalmart uses real-time data, AI, and machine learning to tailor product recommendations, search results, promotions, and fulfillment options — delivering custom experiences to over 255 million weekly customers both online and in-store.
For example, if customers buy baby wipes, they’ll see related deals on items like diapers, formula, and strollers. This often leads to a 15–25% increase in sales across different product categories.
On Walmart.com, the search bar adapts based on user behavior and regional trends. So, someone typing “milk” in a southern state might see Great Value Sweet Tea first, while someone in New York City might see organic milk at the top.
Walmart has developed its own AI platforms to enhance personalization. Wallaby, for example, is a retail-specific large language model trained on Walmart’s extensive data to provide contextual and personalized responses. Another tool, the Content Decision Engine, predicts what customers like and creates customized homepages and product suggestions for each person. [9]
10. Store Layout Optimization
Walmart uses data-driven store layout strategiesWalmart’s physical stores are not just stocked warehouses — they are cleverly planned to optimize traffic flow, maximize unplanned purchases, and improve the customer journey.
Every square foot, aisle placement, and display is the result of rigorous testing, behavioral analysis, and continuous refinement using store-level data.
For example, most Walmart stores are laid out to lead shoppers in a counter-clockwise path, starting with produce or Rollback deals to create a sense of savings early on. Essentials like milk and bread are placed at the back to guide customers through more of the store. Small items like gum, phone chargers, and $1 toys are placed near self-checkout to encourage quick, last-minute purchases.
The company has digital twin technology, creating virtual replicas of 1,700+ stores in collaboration with Nvidia. This allows Walmart to simulate and analyze various layout configurations before implementing physical changes. [10]
11. Sampling & Demos
Executing trials at a scale and precisionWalmart uses strategic in-store sampling and product demos to drive product discovery and build trust in private and new brands. Although this strategy is not new to retail, Walmart executes it at a scale and precision unmatched by most competitors.
With over 4,600 stores in the US and millions of weekly footfalls, even limited-scale product demos can generate instant feedback, brand awareness, and large-scale conversions. Sampling events are typically held from Friday to Sunday, aligning with peak shopping periods.
In key categories like groceries and cosmetics, in-store trials often cut customer resistance in half, allowing shoppers to experience a product’s value firsthand before purchase.
12. Geo-Targeted Mobile Ads
Delivering hyper-relevant offers to shoppers based on their locationWhether a customer is within a few miles of a store, inside a Walmart parking lot, or walking past a competitor’s store, Walmart uses mobile ad technology to engage them at the right moment, on the right device, with the right offer.
These ads leverage GPS, Wi-Fi, and mobile app data to pinpoint user locations. Walmart then uses behavioral data and local inventory insights to show personalized promotions. This works especially well for last-minute impulse buys, seasonal events, and limited-time Rollback deals. [11]
13. Seasonal Campaigns
Aligning promotions with the retail calendarWalmart’s marketing strategy revolves heavily around seasonal promotions, aligning its campaigns with predictable spikes in consumer demand across holidays, school calendars, weather changes, and major cultural moments.
These campaigns are carefully planned using historical sales data, regional demand insights, and trend forecasting. The outcome is a smart mix of pricing, promotions, and product placement that drives both planned and impulse buys.
For instance, in 2024, Walmart launched the “Gifts That Show You Get Them” campaign to connect with customers on a more personal level. It included nostalgic scenes from well-known TV shows and movies like Gilmore Girls and The Simpsons to create emotional connections and emphasize the importance of thoughtful gift-giving. [12]
14. Shoppable Branded Entertainment
Mixing storytelling with seamless shopping experiencesWalmart uses entertainment to emotionally connect with viewers while making it easy for them to shop instantly. This creates a memorable and smooth shopping experience. It shows a shift from traditional ads to experience-driven marketing, where watching content and discovering products happen at the same time.
The company introduced a 23-part shoppable romantic comedy series titled “Add to Heart.” It is centered on a New York fashion designer who returns to her small town and rekindles an old flame. But beyond the narrative, every scene is curated with Walmart products (from outfits to home decor), allowing viewers to shop directly from the episodes.
The series is available on platforms like TikTok, Roku, YouTube, and Walmart’s own social channels. This strategy is especially effective for mobile-first viewers who expect fluid experiences between media and commerce.
15. Exclusive Product Partnerships
Creating scarcity, differentiation & brand buzzWalmart’s scale and distribution reach make it an attractive option for brands looking to launch products with broad reach and tight exclusivity. Through its Exclusive Product Partnerships (EPPs), Walmart teams up with manufacturers, celebrities, and luxury brands to launch co-branded, exclusive, or limited-edition items only available through Walmart channels.
For example, in 2021, Walmart and Gap collaborated to launch Gap Home, a collection of classic home essentials sold only at Walmart. In 2024, Walmart introduced an exclusive line from the Jessica Simpson Collection, featuring boho-chic fashion items like high-waisted shorts and jean jackets. [13][14]
In 2025, Walmart partnered with Rebag to offer pre-owned luxury handbags, jewelry, and watches from brands like Louis Vuitton and Chanel. These partnerships generate buzz, urgency, and differentiation in a competitive retail industry.
16. Sustainability Initiatives
Delivering hyper-relevant offers to shoppers based on their locationAs the world’s largest retailer, Walmart has a responsibility to lead on environmental sustainability. Its strategy goes beyond cutting its own emissions — it’s focused on driving large-scale environmental improvements across its entire supply chain, from suppliers to store shelves.
Walmart has pledged to become a regenerative company and aims to reach zero emissions in its operations by 2040.
By adding eco-friendly practices into its operations, marketing, and product choices, Walmart builds customer trust, stays in line with regulations, and prepares its business for a greener future.
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- Ryan Mayward, Walmart Connect delivered 31% YoY growth in Q1 FY26, Walmart Connect
- Financials, Walmart’s profit margins over the years, Macrotrends
- Food & Beverage, Leading grocery stores in the US by market share, Statista
- Customer Experience, How Walmart enhances CX with digital and physical integration, Renascence
- James Hercher, Walmart’s ad business cleared $4 billion in 2024, AdExchanger
- Numerator, Top 5 private label brands are owned by Walmart, Numerator
- Stacey Leasca, Walmart slashing prices on more than 7,000 products, Food&Wine
- Emma Crabtree, Walmart shoppers fear as new label strategy unveiled, The Sun
- Innovation, Walmart reveals plan for scaling AI and AR, Walmart
- Jess Malcolm, Walmart CEO reveals how chain is using ‘digital twin’ to plan store changes, The Sun
- Michael Barris, Walmart uses location-based targeting, MarketingDive
- Peter Adams, Inside Walmart’s pop culture-heavy 2024 holiday campaign, MarketingDive
- Business, Gap and Walmart partner to introduce Gap Home, Walmart
- Business, Walmart collaborates with the Jessica Simpson brand, Walmart
