"Walmart makes money from ads through its Walmart Connect platform through: Online ads: Brands pay for sponsored products, search placements, and display ads on Walmart.com and the app. In-store ads: Brands pay for shelf space, endcaps, and digital signage inside stores. Targeted advertising: Walmart uses shopper data to help brands reach specific customers, allowing it to charge a premium. Revenue model: Mostly pay-per-click (CPC) or pay-per-impression (CPM), similar to Amazon's retail media network."
""This is a multiyear journey. And as we complete the foundation elements of our plan, we are able to launch new experiences for members. For example, during the fourth quarter, we launched more relevant messaging on the Costco.com homepage, highlighting different offers, depending on the individual's membership type and co-brand credit card status," he shared. The company is, so far, using the technology to pull people on their Costco journey."
Retailers generate revenue not only from product sales but also from advertising and monetizing shopper data. Walmart operates Walmart Connect, selling online sponsored placements, in-store ads, targeted campaigns using shopper data, and charging mostly CPC or CPM rates. Amazon, Target and other large retailers run similar retail media programs. Costco historically guarded member data because of membership fees but has begun exploring new revenue sources, launching a media sales program and personalized homepage messaging that targets members by membership tier and co-brand credit card status to encourage upgrades and highlight benefits.
Read at TheStreet
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