Retail giants Walmart and Procter & Gamble have revealed a new partnership under which they will promote products through pop-up stores and shopping trucks. The groups said the move aims to bring “large consumables” (giant packs of P&G products) directly to consumers, who would otherwise have to visit a hypermarket in large vehicles. The month-long initiative, which launched last week, will be trialled in the cities of New York and Chicago.
In Chicago, the partners are running the promotion at a dozen bus shelters. Scanning the QR codes on the shelters takes users to Walmart’s online site, which offers 32 SKUs of limited edition, which can be delivered at home for free (minimum order of $45).
In New York, the two sides are using ‘@PGMobile’ trucks in heavily trafficked locations, such as Union Square and Rockefeller Center. The trucks distribute free samples and feature QR codes for eight products including Gillette Fusion ProGlide razors, Head & Shoulders shampoo and Iams dog food. Twitter users will also be able to vote for a neighbourhood visit from the trucks, by tweeting #PGFashion or #PGChinatown.
Walmart, which said the initiative was led mainly by P&G, declined to comment on future plans, but added: “We know reaching the urban consumer is a big opportunity for us and we are committed to finding the right to better serve this consumer”.
NamNews - Monday 11th June 2012