How Do You Win the Dollar?
Shoppers aren’t spending less. They’re spending more carefully.
Prices are still high and budgets are stretched. Shoppers trade down where it doesn’t matter to them, splurge where it does, and expect every dollar to work harder.
This panel brings together a Walmart Merchandising Director along with CPG industry leaders to cover both sides of the fight for that dollar.
Meet the Panel
Ashley Keller
US Team Lead Omni Marketing - National Retail Accounts
Vestacy
Remy LeCompte
Merchandising Director
Walmart
Cate Campbell
Marketing Manager, Walmart Omnichannel
Wells Enterprises
Trina Rizzo
Chief Revenue Officer
InMarket Media
Winning the Trip
How does Walmart beat Amazon and other retailers?
Price is table stakes
Everyday low price and rollbacks earn trust, but value now also means convenience, selection, and confidence in the purchase.
Omnichannel convenience
Pickup, same-day delivery, and Walmart+ close the gap with Amazon, and the store network is an edge pure-play e-commerce can’t copy.
Assortment for every budget
Private label brands like Great Value and bettr sit next to national brands, so shoppers can trade down without leaving Walmart.
Category destinations
Frozen wins on stock-up value and meal solutions. Beauty makes Walmart a discovery destination, not just a place to replenish.
Data and retail media
Walmart Connect and first-party shopper data reach shoppers before they decide where to shop.
Winning the Shelf
Once Shoppers are in Walmart's walls, how do brands earn the purchase?
Prove the value, not just the price
Size, performance, multi-use benefits, and cost-per-use all help justify a purchase when shoppers count every dollar.
Show up at the right moments
Reach shoppers in-store, near the store, and during list-building, when intent is highest.
Make the shelf work harder
Clear packaging, smart price-pack architecture (trial sizes, value packs), and disruptive displays break autopilot buying.
Earn trial, then loyalty
Sampling, digital offers, and bundles lower the risk of switching, and consistent quality keeps shoppers from trading down.
Partner with the retailer
Brands that align with Walmart’s category strategy, share insights, and act on joint data win more space and visibility.