WALMART shoppers may notice something different the next time they walk past the TV wall or exit the store using self-checkout.
The retail giant’s advertiser, Walmart Connect, is set to begin selling in-store ads for brands not available on store shelves.
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Shoppers will now see ads from financial companies, car brands and quick-service restaurants.
Last week, Walmart shared a virtual presentation with agencies discussing how ads would appear on TV walls and digital self-checkout screens.
The new ads will begin appearing in stores on August 1, Walmart revealed to WEEK.
“Non-endemic national brands, known for their large-scale brand-building campaigns, are now recognizing the untapped potential of in-store platforms to increase brand exposure,” a Walmart Connect spokesperson told the outlet.
The retail giant joins its rival Amazon, which is a leader in retail media.
Retail giant Walmart Connect’s advertising business made $3.4 billion in 2023, while Amazon made almost $47 billion from advertising in 2023.
Amazon displays a plethora of non-endemic ads on its website and TV subscription service.
Once the new ads begin rolling out in Walmart stores, it will be the first time that non-endemic advertisers will be able to buy in-store ads.
Shoppers can expect to see the new ads aired on each of the retail giants’ 20 TVs.
The average ad plays three to 12 times per hour, depending on whether the ad is 15 seconds or 30 seconds, according to Walmart.
For self-checkouts, new ads will appear throughout the checkout process.
Walmart demonstrated how the new ads will appear at self-checkouts.
For example, a quick-service restaurant could advertise to customers at the register in hopes that they will stop by to pick up food on the way home.
The new ads will reach millions of shoppers once they begin to be distributed in stores.
Latest self-checkout changes
Retailers are evolving their self-checkout strategy in an effort to speed checkout times and reduce theft.
Walmart shoppers were shocked when self-checkout lanes at several locations were made available only to Walmart+ members.
Other customers reported that self-checkout was closed at specific times and more cashiers were offered in its place.
While shoppers feared that shoplifting would fuel the updates, a Walmart spokesperson revealed that store managers are simply experimenting with ways to improve checkout performance.
One bizarre experiment included an RFID-powered self-checkout kiosk that would thwart fiercely contested receipt checks.
However, this test has been discontinued.
At Target, items are being limited in auto-checkout.
Last fall, the brand researched new express self-checkout lanes in 200 stores with 10 items or less for added convenience.
In March 2024, this policy was expanded to 2,000 stores in the US.
Shoppers also identified their local Walmart stores restricting customers to 15 items or less to use self-checkout machines.
Self-checkout ads are seen by 105 million weekly shoppers when run in large regions of the US, Walmart revealed.
Ads running in the West and Southeast locations are guaranteed to be seen by 2.7 million to 3.2 million daily shoppers, according to Walmart.
The US Sun has reached out to Walmart for comment.
THE TROLLEYS HAVE GOT A NEW LOOK
Walmart has also updated its shopping carts, implementing the change in some US locations over the past year.
Several locations began using the new carts in March.
The updated shopping carts are equipped with cup holders and phone holders for added convenience.
However, many shoppers complained that the new carts had a major design flaw – they were noticeably taller than previous shopping carts.
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