Millennials Love Walmart – No Really

Walmart’s investment in mobile technology and eCommerce is finally paying off, and the results have left even the company’s employees in shock.

According to the latest consumer data by Walmart, more millennials are choosing to shop at its stores in numbers bigger than one might imagine.

“Millennials now, as a generation, like Walmart the best, more so than Generation X, more so than boomers,” said Matt Kistler, Walmart’s senior vice president of consumer insights and analytics.

“That kind of shocks a lot of people, including inside the company,” said the company’s Chief Marketing Officer Stephen Quinn in an interview with Advertising Age.

While Walmart didn’t share details of its data, research from InfoScout, which has a nationwide survey base of 175,000 shoppers backs up the claim. Walmart indexed higher with under 24 year olds than other big box retailers like Costco, Target and Kroger, and grocery chains like Whole Foods and Trader Joe’s.

Though saving money is part of the reasoning, which explains the choices millennials are making, it’s not the complete answer to the puzzle. “As millennials become time-crunched with relationships and kids coming along, it’s opening up a strong need for them to have a one-stop shop,” Quinn said.

The company’s success in appealing to the millennials might not just be the result of its efforts to boost its mobile and eCommerce business. “It could be their Baby Boomer parents dragged them to Walmart so much it feels a bit like home,” Quinn told Advertising Age.

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