Insights that Drive Business. 2 It is all about asking the right questions.

Insights that Drive Business

2

It is all about asking the right questions

3

Its all about getting answers

4

It’s all about budget and timing

5

It’s all about relationships

6

It’s all about driving the business

7

How we leverage insights to drive great creative

FY16 Produce Marketing

9

Produce

Meat

Dairy

Frozen Food

Bakery

Service Deli

Pre-packaged Deli

Dry/Canned Food

Snacks/Candy

Non-Alcoholic Beverages

Alcoholic Beverages

17%

17%

25%

30%

22%

19%

23%

28%

31%

28%

21%

37% 25% 43% 38%

33% 18% 49% 52%

37% 33% 55% 49%

41% 24% 48% 55%

35% 29% 60% 46%

37% 19% 61% 61%

41% 20% 50% 40%

39% 27% 45% 48%

30% 19% 30% 44%

34% 28% 47% 48%

32% 29% 41% 44%

Overall Impression (Top2Box) of Food Departments

Mo

re I

mp

ort

ant

t W

alm

art

Fo

od

Ove

rall

Im

pre

ssio

n

Tier 1

Tier 2

Tier 3

Tier 4

Tier 5

Walmart produce departments underperform in overall impression versus key competitors

10

Customers want to hear we stand behind our produce; they also want transparency about its quality

23%

16%

14%

12%

10%

10%

9%

6%

Percentage Selecting as Most Motivating

At Walmart, our produce is backed by our 100% freshness guarantee or your money back

Walmart buys produce from local farmers in your area to bring the freshest produce

possible to your Walmart store

Walmart buys its USDA Grade 1 produce directly from the best growers so you have the freshest,

best-tasting produce possible – for less

Walmart has partnered with its famer growers to bring you the best quality produce they’ve ever had

Walmart has associates in stores all day long ensuring that only the best produce is available on shelves.

Walmart buys its produce from the same farmer/growers that supply stores like Whole Foods and

top grocery store chains like HEB, Publix & Kroger

Walmart works closely with farmers/growers to bring you the freshest, juiciest, most delicious high

quality produce available – for less

Walmart has partnered with farmer/growers to bring you the best items of the season

when they are in season

Total(n=202)

April 2013

“Picked By Farmers” Campaign

RTBs

11

ProduceTiming: 5 Flights,

TabTab

DigitalDigital

SocialSocial

Gen Mkt., Hispanic Executions

TVTV

Berries - May 1-June 4 Tomatoes - June 5-July 9 Stonefruit - July 10-Aug 20

Grapes – Sept 4-Oct 1Apples - Oct 2-Nov 2

VideoVideo

Grower stories, How Tos

In-storeIn-store

In-store demosIn-store signage

DotCom & EmailDotCom & Email

Walmart Email, Walmart.com banners & Produce landing page

MobileMobile

Weather Triggered display, Grower Stories

Local

TV spots, Radio, digital

highlighting Local produce in

key markets

12

Watermelon

13

Peaches

FY16 Meat

15

Customers want us to stand behind and be transparent about out meat

April 2013

Percentage Selecting as Most Motivating

Ground Beef Steak

16

Meat Timing: May - Aug

DigitalDigital

TabTab

Steak, Ground Beef executionsTVTV

DotCom & EmailDotCom & Email

Walmart Email, Walmart.com banners &

Meat landing page

VideoVideo

Tips, Expert videos

In-storeIn-store

In-store demosIn-store signage

MobileMobile

Weather Triggered display, targeted WMX

SocialSocial

17

Meat Dimples

18

Meat One Flip

19

With a new creative approach to online video, we were successful in driving all key metrics including sales

SALES : Video views on Walmart.com drove roughly an incremental $500M in sales

ORGANIC VIEWS: Videos drove nearly 4 million organic views on YouTube

ABX: Videos averaged 115 in ABX vs. 102 online video benchmark

ENGAGEMENT: Videos increased annotation clicks, subscribers, shares / likes / comments, view time

$472M

$28M Site traceable

$129M Store traceable

$314M Store non-traceable

Source: WMX Open Web display ad sales lift report 11/1/14-1/2/15

• 32,000 New YouTube Subscribers • Avg 81% view time (vs 69 index) • 133K Annotation clicks to .com• 6.5K likes, shares, comments on Black Friday

Experience videos

50" Class LED HD TV 475K Extra Special Buys at Walmart 121K

8 Gifts for Your Guys 119K

15 Gifts for the Family 119K 1-Hour Guarantee at Walmart 97K

Top 5 organic viewed views

Source: YouTube view report 11/1/14-12/15/14

ABX Average

ABX Purchase Intent

Overall retail benchmark 102 96Total WMT Holiday Video 115 107

Food Videos 119 129

Black Friday Videos 117 132Source: ABX Consolidated Weekly Reports 11/1/14-12/25/14 Source: YouTube view report 11/1/14-12/15/14

20

Reindeer

21

Jobs 4th of July

22

Find Yourself

23

Christmas Joy