Two titans of retail are facing off and it’s going to be wild. Walmart and Amazon. Amazon and Walmart. There will be only winners: the businesses and the custies. Amazon continues to kill it in online retail. So much so, in fact, that they’re looking into some brick and mortar places to make product access near-instantaneous. Walmart is beginning to get that 800 lb. monkey off its back (low price, low-esteem, box store with bad vegetables), by ramping up its online offering. It quintupled online SKUs in one year thanks to purchases like Jet.com and others.
The real war zone, when it comes to customer marketing, will be brand-side. Amazon has an amazing brand that is maturing. An overdog I like to call it. Walmart in a heart brand that many people view as high-traffic but low-value. Don’t get me wrong, the retail product has value, but the brand is a little lacking in the amygdala, as brand expert Megan Kent might say.
Both brands have the money and leadership to innovate. Both have the dough to execute. Now it will be up to the brand leaders to create some excitement. Walmart faces more of an uphill challenge. One any brand strategist would love to tackle. But we all know what happened to the overdogs.