How Walmart Owns the Concept of Value Online

  posted by admin 31 October 2011

There are not too many places where Walmart is not dominant. The digital realm is one of the relative few, but not for long, as it ramps up a host of programs to vault the chain — which has already distanced itself from value retailers in the offline world — further ahead in the online one. What makes the Walmart effort so interesting is its ability to own the concept of value online. It launched free classifieds last year, and its site, thanks to its blogger outreach and online message boards, is already crammed with content about saving money that will only grow as it builds out Save Money Live Better, a portal for penny-pinching strategies. In fact, amid all the talk of how digital has allowed marketers to be their own creators and distributors of brand content — some people would call this a media company — perhaps no one has the potential to be as big a juggernaut as Walmart. AdAge.com