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White Paper: The Walmart Crapshoot « White Paper « Industry Resources « Downloads
|Date posted||November 30, -0001|
One of the most important criteria used by retailers to evaluate a proposed shopper-marketing initiative is the extent to which it is designed to benefit all stakeholders ¥ meaning the retailer and its customers ¥ as well as the sponsoring brands. As everybody knows, this is called a “win-win-win.àIt goes without saying that Walmart is especially insistent on this. As a result, most suppliers pull all stops to ensure that everything they present to Walmart is structured to be a win-win-win ¥ and perhaps even a little overboard on the “win-winà segments meant for Walmart and its customers.