Home > Uncategorized > Marketing in a recession : Walmart

Marketing in a recession : Walmart

The usual tendency of marketers is to cut spends in a recession. Bottom lines drive this decision.

Marketing lore has it that marketers should spend more in a recession to gain share. Guess marketers don’t believe in lore!!

So it is a pleasant surprise to read about Walmart, of all companies, investing in marketing.

This AdAge article talks about Walmart’s initiatives in this space.

It is driven by the simple strategy of customer retention.

They see that recession is driving more customers to Walmart. Which makes for great short term business.

Astute marketing brains have decided rather than go the usual route of opening new stores, they’d rather spend time holding on to existing customers. Grow their share of wallet, and build loyalty. Their campaign “Save money. Live better” aims to reflect this.

If a hard core margin driven company like Walmart is stepping its marketing efforts, I imagine the lore just got reinforced.

Know other such examples?

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