Wal-Mart Uses Social Media to Build Consumer Panel for Great Value Brand

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September 16, 2009

By Maureen Azzato

Great Value Round Table screen capture With a keen understanding that consumer insights will help it sharpen its store brand offer and win consumer loyalty, Wal-Mart is developing a Great Value Round Table of shoppers.

Wal-Mart created a dedicated web site for its Round Table to recruit Great Value shoppers who will be rewarded with the opportunity to win $500 gift cards in exchange for their product evaluations and completed surveys.

“Join the Round Table and help us keep Great Value great,” Walmart wrote on the recruitment web site. “Take our product surveys and tell us what you think.(You could win a $500 Walmart gift card.)”

New York City-based GfK Custom Research North America is Wal-Mart’s research partner on the project. Members of the Round Table will be asked to respond to surveys about Great Value products several times a month, not to exceed two to three times per month, according to the web site.

Each completed survey users send in makes them eligible for a monthly drawing of 10 $500 Walmart gift cards.

Elevenmoms logo image One of the More Than Elevenmoms wrote on her blog that information she received from Walmart said: “This is Great Value’s investment in listening, and represents their desire to truly understand how consumers view their products and their brand. They’re looking for your feedback on Great Value products – good or bad!”

The Round Table will start with 200 members, but this Elevenmoms blogger wrote that the Great Value team said it plans to grow the Round Table to 20,000 by the end of the year.

For more information about the Great Value Round Table, go to the web site home page or see the detailed pages, including FAQs, sweepstakes rules and about us.

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Keywords: business, companies, food and beverage, gfk custom research north america, great value, great value consumer panle, great value round table, grocery, industry, markets, mass, private label marketing, private label research, store brands marketing, store brands research, wal-mart, walmart

Comments (1) - Post a Comment

SBD View - WalMart is demonstrating leading edge social media expertise in the development of their Great Value Roundtable. Their laser like focus on shoppers and development of a captive consumer panel is a best practice for others to follow.Question: As the "Race for Shopper Insights" is evolving into the prime battle ground for CPG and Store Brand marketers, how much of an edge can initiatives like the Great Value Roundtable give retailers?

John Failla at 5:02pm EDT - September 16, 2009

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