‘Don’t Let Amazon Eat Your Lunch This Holiday Season’ – ‘Marketing Land’ Article
Josh Manion says, “The battle of the titans is on again this holiday season, as commentators line up to report on Black Friday plans by Amazon, Walmart and the other big retailers, putting a spotlight on the relationship of online and in-store spending.
Who’s winning that battle? And where does the truth lie for retailers like Walmart that are seeking to compete in both arenas?
Walmart is the world’s biggest retailer, with $482 billion in annual sales, but its online revenue is small compared with Amazon. Now Walmart has announced it will invest $2 billion in the next two years to bolster e-commerce capabilities, which is likely to yield big results.
But my view is that retailers may be putting too much weight on the climb in online spending alone — and too little on how to monetize the data generated by digital channels to drive in-store revenue.
Buyers visiting stores in the past were anonymous until they reached the point of sale, when they pulled out a credit card or wrote a check. Mobile has changed all that“.
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