24. Charles, 51
Charles is recently divorced. He is 51 and lives in
a suburb of Atlanta. He is running all of his errands
and doing all of his grocery shopping on his own
for the first time in years. He moved out of his
house into a condo that he is settling into and
decorating. He is trying to keep himself busy and
get out into the dating game. He is not in the best
shape of his life but wants to slim down to attract
the ladies.
25. Charles sees Walmart’s new Stay Fit initiative in his weekly mailer.
It contains an Earn + Burn card and a coupon for the new Stay Fit juice bar.
35. Another shopper comments on how much she loves whole wheat pasta.
Charles admits that he isn’t much of a cook.
She offers to give him some tips and he invites her for a post shopping smoothie.
37. Charles meets up for his smoothie date at the new Stay Fit juice bar.
38. Rachel, 18
Rachel is a freshman in college. She is living away
from home for the first time. She lives in a small
college town in West Virginia. There are not many
places to hangout in town, so often Rachel and her
friends head to Walmart to get away from the dorms.
She’s not 21 yet and they can’t go out to bars so
they spend a lot of time at Walmart. She was an
athlete in high school but isn’t playing sports at
college. She is trying hard to avoid the ‘freshman
fifteen,’ but the gym at school is always packed.
39. Rachel and her friends are bored on a Wednesday night.
“Let’s see what’s going on at Walmart.”
48. Betty, 75
Betty is a 75 year old widow. She lives in an
assisted living community in Norfolk, Virginia. She
is social by nature and enjoys the group activities
hosted in her community. Betty is not one to sit
around doing nothing so she insists on running all
of her own errands. She travels to Walmart weekly
to pick up her prescriptions and complete the rest
of her shopping.
49. Betty is waiting for her prescriptions to be filled at the pharmacy.
50. Her pharmacist points out a notice on her prescription bag about a new ping feature on the carts.
53. A friend drops off a prescription, notices Betty, and invites her
to walk around the store with the new carts. The pharmacist encourages Betty to go, points out the health
benefits and reminds her that she can just ping her when her prescription is ready.
60. Benefits for Shoppers
•
Shoppers are able to
Benefits for Walmart
•
By creating a valuable
visualize the invisible and
discover how many calories
in store longer, shoppers will
they are burning when they
spend more increasing
shop.
•
reason for shoppers to stay
Walmart’s sales figures.
They are provided with
•
The Stay Fit campaign
valuable health information
creates a healthier image of
that they can apply beyond
Walmart.
the aisles of Walmart.
•
They are given healthier food
options while shopping.
•
They are rewarded with
discounts on healthy food
options.
62. Ecosystem
•
Initially this intervention is
Pilot Considerations
•
To Integrate the cart interface
Bottom Line
•
Weekly, Walmart serves more
released as a expansion to
with other digital initiatives
than 100 million people in the
the Walmart’s Great for You
within Walmart.
US and over 245 million
worldwide.
campaign.
•
Walmart is bigger than Home
•
to burn over 200 million
Depot, Kroger, Target,
calories per hour at Walmart
Costco, and K-Mart
with the Burn and Earn carts.
combined so there is huge
potential for Burn and Earn
carts to spread throughout
the big box market.
There is potential for America
•
Burn and Earn is beneficial
to both Walmart and the
consumer.
