Rather than trying to bring new customers into the stores, Wal*Mart is looking at promoting cross-selling of high value, high
margin items to its customers. For example, Wal*Mart, after a new ad campaign, expects to increase sale of consumer electronic items while appealing to children and their parents.
According to a brief issued for a US$200 million chunk of Wal*Mart’s massive US$570 million annual account, the contesting four agencies have been asked to accomplish the campaign’s branding goals using TV and traditional media, the web, and Wal*Mart’s in-store environment, reports BusinessWeek.
Wal*Mart wants the final four agencies (reportedly, Omnicom Group’s GSD&M; Interpublic Group’s Draft FCB Group and The Martin Agency; and WPP Group’s Ogilvy & Mather) to make their presentations next month, focussing on five categories of Wal*Mart’s business: food, apparel, pharmacy, consumer electronics and home furnishings.