Retailer Intelligence

For the third time in the past five months, Walmart chief merchandising and marketing officer Duncan Mac Naughton is representing Walmart at a major investor conference. Smart move considering expectations of further U.S. same-store sales acceleration has served as a catalyst for Walmart shares, which are trading near a 52-week high.

Target’s promotional cadence increased in March, but it was nothing compared with the ramp up in activity at Walmart and Toys“R”Us. To check out Market Track’s monthly review of top retailers’ promotional efforts, click here. 

In March there was a decline in the number of circulars overall, however, pages per flyer increased. The increase in pages was primarily due to a significant increase in Walmart and Toys"R"Us page counts. Much of the promotional activity was driven by Easter falling earlier in April as compared to 2011.

Walmart distributed an additional four-page flyer in the week of 3/11/2012; they also circulated two flyers instead one in most of the markets in the week of 3/4/2012. These additional flyers accounted for the increase total pages as compared with last year.

Bentonville, Ark. -- Wal-Mart Stores chief merchandising officer Duncan MacNaughton said during a CIBC conference on Wednesday that Wal-Mart’s domestic sales momentum has continued over the last two months.

The world’s largest retailer registered a same-store sales rise of 1.3% in U.S. stores in the third quarter and a 1.5% increase in the fourth quarter.

Results reversed a nine-quarter streak of same-store sales declines.

According to MacNaughton, the momentum continued in February and March, as well.

The 7% same-store sales increase Target reported in February was achieved with only a slight bump in promotional activity, according to the latest monthly data from research firm Market Track. Conversely, the number of ad pages that such competitors as Walmart and Kmart ran increased at twice the rate as Target, while Kohl’s and Macy’s declined. To view Market Track’s recap of February promotional activity at Target and other top retailers, click here.

Overall, February witnessed a year-over-year decline in total flyer circulation per market as well as pages per market. Conversely, the biggest change in this month was witnessed by Walmart, which saw a considerable jump in flyer circulation as well as the number of pages. This dramatic increase of 122% increase in flyer drop was mainly due to the two extra flyers dropped in the second and fourth week of February this year unlike the previous year.

Consistent with Walmart’s drive toward every day low prices, January saw the company run fewer, but larger advertising inserts, according to the latest information from marketing intelligence firm Market Track. To see how Walmart’s advertising activity stacked up to other top retailers, click here.

There were no new surprises during November regarding prices at Target and Walmart.