IN-STORE COMMUNICATION of W A L - M A R T By Tomas Cimburek.

IN-STORE COMMUNICATI

ONof W A L - M A R T

By Tomas Cimburek

WALMART• American multinational

retail corporation•8,500 stores in 15 countries•World‘s third largest public

corporation

Facts about Walmart

•First Walmart store opened in 1962 in Rogers, Arkansas

•Critics due to the inability of small stores to be competitive

Application of in-store

• Stands

• Eye-catcher

• Floor graphic

• Wobbler

• Pallet islands

Sense communication• Visual marketing the use of static brand images to enhance

awareness and increase recognition in the mind of the consumer.

• Olfactory (smell) marketing most famous technique of olfactory marketing in

the food industry is the use of artificial smells to appeal to customers

• Auditory marketing aims to cause the good mood of customers.

Researches proved that the places without music makes people feel uncomfortable.

Measure the effectiveness

• Eye Tracking – method that analyze where the ordinary customer look

• MultiTrack – service video camera monitoring particular spaces in the store

RFID Code• Radio-frequency identification• Replacement for the standard bar

codes• Research initiated by the Walmart• Used for the identification of the

items• Passive and Active

RFID vs. Barcodes• Barcodes are smaller than RFID• Cheaper than RFID tags• No privacy issues

• Transmitter can read RFID tags from the greater distance

• Approximately 40 RFID tags can be read at the same time

Self-Checkout services• Machine provides a mechanism for

customers to pay for purchases from a RETAILER

• The benefit to the retailer in providing self-checkout machines is in reduced staffing requirements since one attendant is all that is required to run four to six checkout lanes at one time

iPhone paying• Wal-Mart Stores is testing a

system that would allow shoppers to scan items using their iPhones and then pay at a self-checkout counter, a move that could trim checkout times and slash costs for retailers.

THANK YOU FOR YOUR ATTENTION….

by thomasci