Chicagoans and New Yorkers had a new way of shopping for those unwieldy, hard-to-transport consumables like dog food or laundry detergent in the month of June. Courtesy of Walmart and Procter & Gamble, the two big cities hosted street-level buying options in which urban dwellers could purchase needed items right on the street. The initiative, @PGMobile, used mobile, social and real-time messages to grow loyalty among city shoppers and bring attention to Walmart's delivery service, an attempt to compete against Amazon's quick delivery convenience.
For all that shopper marketers try to develop partnerships between retailers and manufacturers, rarely do we see initiatives on the scale of this effort. It manages to directly address a serious competitive challenge by going face-to-face with a shopper group it wants to grow. Better, its message about delivery is hard to miss and hits right at the core of why the urban shopper turns to Walmart's competitors. And it's a win for P&G who not only gets attention and sales but also sweetens its relationship with the hard-to-please retailer. Finally, the initiative makes tangible the notion that shopper marketing isn't only in the physical store - shopper marketing can happen anywhere.
"In Latest Play for City-Dwellers, P&G and Walmart Take Inspiration From Food Trucks," Ad Age, 6/8/12 adage.com/article/digital/p-g-walmart-inspiration-food-trucks/235278/ or see attached