Walmart is working with its suppliers to expand itself from a retailer to a target marketing channel provider. The new initiative, named Walmart Exchange, is led by its VP of Media Wanda Young. Walmart's goal is two folded:
1. Supplier can see the result of their marketing within Walmart real time.
2. They will datamine the loyalty program and segment its customers, and then based on the segmentation Walmart will go out and buy the media for its suppliers. Sounds like Walmart is turning itself into a media buyer isn't it?
http://adage.com/article/digital/walmart-buy-media-suppliers-digital-scope-grows/294079/
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