Building ecommerce, promotions, search, social and same day delivery services around store inventory is one of those high concept ideas that always make so much sense but have been tough to build around. Key players in the space currently include Google, Retailigence and others. Others, such as eBay, have pulled out or shrunk their efforts.

We’ve been especially interested in Walmart’s decision last week to pull its feeds from Google’s Local Inventory Ads (formerly known as Local Product Listing Ads). Launched in 2013 to complement Google’s e-commerce oriented Shopping ads, the ads allow stores to highlight local inventory and prices, and point shoppers to specific stores. Macy’s, REI and Office Depot are among users of the Google service, but most top retailers are still not participating.

Some of those that do apparently have been holding their noses. To participate with Google, they need to provide comprehensive inventory information. Walmart and others have apparently worried this information could be used against them, showing retailers where they can compete on price against it in different parts of the country.

Perhaps more importantly, retailers are worried that their feeds are infrequently updated and can contain inaccuracies and steer shoppers down the wrong path. Such feeds also may freeze the ability of retailers to engage in variable pricing strategies (i.e. “one hour afternoon specials”). In our view, Walmart’s pull out doesn’t mean that Google and others can’t succeed. But it does mean that it will need to make adjustments to work with dominant retailers that have a lot at stake.

Are there better strategies to collect and leverage inventory at local stores? We’ll be talking inventory strategies with retail expert and former Krillion CEO Sherry Thomas-Zon at BIA/Kelsey NATIONAL in Dallas March 25-27.

The post Analysis: Walmart Pulls Out from Google’s Local Inventory Ads appeared first on BIA/Kelsey - Local Media Watch.

Building ecommerce, promotions, search, social and same day delivery services around store inventory is one of those high concept ideas that always make so much sense but have been tough to build around. Key players in the space currently include Google, Retailigence and others. Others, such as eBay, have pulled out or shrunk their efforts.

We’ve been especially interested in Walmart’s decision last week to pull its feeds from Google’s Local Inventory Ads (formerly known as Local Product Listing Ads). Launched in 2013 to complement Google’s e-commerce oriented Shopping ads, the ads allow stores to highlight local inventory and prices, and point shoppers to specific stores. Macy’s, REI and Office Depot are among users of the Google service, but most top retailers are still not participating.

Some of those that do apparently have been holding their noses. To participate with Google, they need to provide comprehensive inventory information. Walmart and others have apparently worried this information could be used against them, showing retailers where they can compete on price against it in different parts of the country.

Perhaps more importantly, retailers are worried that their feeds are infrequently updated and can contain inaccuracies and steer shoppers down the wrong path. Such feeds also may freeze the ability of retailers to engage in variable pricing strategies (i.e. “one hour afternoon specials”). In our view, Walmart’s pull out doesn’t mean that Google and others can’t succeed. But it does mean that it will need to make adjustments to work with dominant retailers that have a lot at stake.

Are there better strategies to collect and leverage inventory at local stores? We?ll be talking inventory strategies with retail expert and former Krillion CEO Sherry Thomas-Zon at BIA/Kelsey NATIONAL in Dallas March 25-27.

The post Analysis: Walmart Pulls Out from Google's Local Inventory Ads appeared first on BIA/Kelsey - Local Media Watch.

WalMart Global eCommerce CEO Neil Ashe told 1000+ digital marketing pros at the IAB’s Annual Leadership Meeting in Palm Desert that their responsibility is to fully integrate their efforts throughout the organization.

Ashe, who formerly ran CBS Interactive, said top company execs have got to get away from the notion that the CIO is the only one who matters because “he has the ear of the CEO. That’s bunk,” he said. “You need everyone.”

“The org chart hasn’t changed all that much,” added Ashe. “But people are really changing. It is about inspiring change among key influentials in the organization.”

Ashe noted that Walmart.com has been set up as a separate organization, based in San Bruno, CA. But it has a major impact on the rest of WalMart, and works hard to blend its activities with WalMart.

Ultimately, a company needs to be judged on “its willingness to change, and its ability to invent,” said Ashe. “We need to deliver consistency across our units and bring together marketing, merchandising and technology in ways they’ve never been before.”

The top priority, Ashe added, is to coordinate the needs of the customer. “It is no longer up to the organization to do this,” said Ashe. “It happens at the point of the customers. It happens not where we choose, but where they choose. First and foremost, it is about how to deliver a better shopping experience for customers.”

It is also time to get over the novelty of Big Data concepts, and start thinking about how to actually apply data in meaningful ways. “Six-to-nine months ago, we all sat down and said ‘we’re sick’ of talking” about Big Data. We need to turn Big Data from a noun to a verb, and make it actionable,” said Ashe.

“We need it to help us help customers to find one more item; for merchants to sell one more item; to help our fulfillment centers do their job,” Ashe added. “That’s when data becomes actionable.”

Noting that WalMart was a pioneer in sharing its data with suppliers as far back as 1992, Ashe said that the company’s new efforts with data is “manifesting itself on site and in our stores; and manifesting in merchants in how they operate on our site and our store; and with operators, from scheduling to inventory outreach.

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