Wal-Mart has long been a double-edged sword for brands, agencies and distributors hoping to do business with the massive retailer. It’s a stickler on shelf space, in-store promotions and sampling events brands and agencies would like to execute, but if they get in, they’re likely golden.
This author lays out the differences between great retailers—Wal-Mart and Costco—and average retailers. He discusses the one simple reason that both fall into the “great” category, as well as how Wal-Mart’s ad dollars compare to competitors and how Costco spends just about nothing on advertising compared to other retailers. The article shares charts and other insights that we can apply to our own marketing.