Just in time for the crucial winter holidays, Wal-Mart aims to recreate the feel of a local store for its more than 9 million Facebook fans.
The world’s largest retailer announced Tuesday a partnership with the social networking site that offers Facebook pages specifically tailored for each of its more than 3,500 locations. Those pages are designed to allow its customers to interact with its local stores as well as get information on new products, events and discount offers. The partnership marks the first of its kind for a merchant and underscores how companies are using Facebook to develop a deeper relationship with its shoppers by responding quickly to their demands with the goal of increasing sales.
“This allows us to make our stores relevant on a local level,” said Stephen Quinn, executive vice-president of Wal-Mart’s U.S. division, during a media conference call late Monday. “This addresses our ‘next-generation’ customers who are using a lot of social media. A national message is often not as relevant.”
Quinn added that the initiative was in response to its Facebook fans’ requests to see more localized messages, from the latest new TVs and local produce to events like cooking demonstrations. But he added, “This is just scratching the surface. We are just getting started on a social media revolution.”
Wal-Mart eventually wants to be able to personalize offers for its Facebook fans, based on the type of products they “like,” for example, he added.
The venture comes at a time when Wal-Mart, based in Bentonville, Arkansas, is trying to reverse nine straight quarters of revenue declines at its namesake U.S. stores open at least a year – a key measure of a retailer’s health.
Carolyn Everson, vice-president of global marketing solutions for Facebook.com, said the partnership with Wal-Mart goes beyond a “simple local tab.”
“‘This is embedding the social media phenomenon into the core of the offering,” she added. She noted that Wal-Mart has worked hard to engage its Facebook fans. Facebook isn’t currently working with other merchants to develop this localized approach because it doesn’t have enough resources, she added.
