- Walmart is changing its marketing strategy to include providing marketing tools and media buying services to its suppliers.
- The retail giant recently met with 200 of its biggest suppliers to discuss Walmart Exchange (WMX), a digital targeting, buying, and optimization platform.
- Through WMX, suppliers will now be able to track their marketing through Walmart, including sales, social media data, and spending plans.
With Walmart's size and scope, it is certainly sitting on a gold mine of information that suppliers could find attractive. If Walmart's plans to buy media for suppliers is successful, it could set a precedent for other big retailers or corporations and we could see more of these types of marketing relationships.