Over the last few weeks, reports have been flooding in from you loyal readers telling me that Walmart is ending Ad Matching by the end of October. There were enough of you that I knew it couldn’t be a coincidence so I called up my old friend’s at the Walmart Media Relations team and got a hold of Charles Crowson for the scoop on what is going on. Here’s what he said.
First of all, Walmart is NOT ending ad matching at all stores, just like when Walmart ended ad matching at first 500, then 800 total stores as reported here, this will be another limited block of stores. There was no confirmation on the number of stores affected but they did promise to get back to me with that number next week so I’ll let you know that as soon as I do.
While Mr Crowson couldn’t tell me exactly what stores are affected, judging from the reports that are coming in it appears to be a large chunk of the Eastern US. It appears also that the associates also know what is going on so you can probably ask a CSM at your store to find out if your store is affected.
What does this mean for the future of Ad Matching at Walmart? Well if I was a betting man, I would put my money on it disappearing sometime in the next 6 months or so. Of course Walmart won’t confirm this but it sure seems like they are putting a ton of money and energy into these price dropping programs and I can’t see that just going away. If there is anything Walmart does well, it’s logistics so I can’t see them setting up all these new logistics for price slashing and then only implementing it in half their stores across the nation. No, this is just my opinion but I think we are standing at the end of an era so I guess we will just have to wait and see what the new era brings us.