沃尔玛如何通过移动DSP实现线下零售数字化转型？
沃尔玛如何通过移动DSP实现线下零售数字化转型？
How Walmart Uses Mobile DSP to Drive Offline Retail Digital Transformation?
全球零售巨头沃尔玛近期在移动营销领域动作频频，先是选择力美DSP进行线下引流提升销量，随后又推出自家移动支付服务Walmart Pay。与许多传统零售商转型电商的路径不同，沃尔玛选择从移动营销突破，今年首次采用移动DSP程序化广告投放，用于线下门店引流、重装开业宣传和销量提升。
The global retail giant Walmart has made frequent moves in mobile marketing, first choosing Limei DSP for offline traffic acquisition and sales growth, then launching its own mobile payment service Walmart Pay. Unlike many traditional retailers transitioning to e-commerce, Walmart chose to break through with mobile marketing, adopting mobile DSP programmatic advertising for the first time this year to drive offline store traffic, promote store renovations, and boost sales.
移动DSP为沃尔玛带来哪些价值？
What Value Does Mobile DSP Bring to Walmart?
2023年1月和9月，沃尔玛通过力美DSP在昆明、福州和重庆开展了两轮广告投放：
In January and September 2023, Walmart conducted two rounds of advertising through Limei DSP in Kunming, Fuzhou, and Chongqing:
1. DMP+移动DSP投放模式：利用力美DMP的庞大数据资源，沃尔玛精准锁定25-40岁女性为主的目标人群，通过7大智能优化策略实现成本降低30%以上。
1. DMP + Mobile DSP Model: Leveraging Limei DMP's massive data resources, Walmart accurately targeted women aged 25-40, achieving over 30% cost reduction through 7 intelligent optimization strategies.
2. LBS+POI场景营销：通过地理围栏技术锁定门店周边2公里范围用户，结合用户线上线下全场景行为数据，将受众精准率提升80%，点击转化率提升45%.
2. LBS + POI Contextual Marketing: Using geofencing technology to target users within 2km of stores, combined with omnichannel behavioral data, increased audience accuracy by 80% and click-through rates by 45%.
为什么传统零售更适合移动DSP？
Why Is Mobile DSP More Suitable for Traditional Retail?
根据eMarketer预测，到2025年全球快消行业程序化广告支出将达120亿美元。移动DSP对传统零售的价值体现在四大核心优势：
According to eMarketer, global FMCG programmatic ad spending will reach $12 billion by 2025. Mobile DSP brings four core advantages to traditional retail:
即时性(Real-time)：移动广告曝光后24小时内可提升80%到店率
Real-time: Mobile ads can increase store visits by 80% within 24 hours of exposure
场景化(Contextual)：基于LBS+POI的全场景营销，转化率提升3-5倍
Contextual: LBS+POI based omnichannel marketing increases conversion rates by 3-5x
精准度(Precision)：力美DMP覆盖12亿移动设备数据，人群定向准确率达92%
Precision: Limei DMP covers 1.2 billion mobile devices with 92% targeting accuracy
高效率(Efficiency)：RTB竞价全过程仅需80毫秒，投放ROI提升60%
Efficiency: The entire RTB bidding process takes only 80ms, increasing ROI by 60%
沃尔玛的实践表明，移动DSP+DMP的投放模式和程序化场景营销正在重塑传统零售业的营销格局。在数字经济时代，基于大数据的精准营销已成为实体零售转型升级的必由之路。
Walmart's case proves that mobile DSP+DMP and programmatic contextual marketing are reshaping traditional retail marketing. In the digital economy era, data-driven precision marketing has become essential for physical retail transformation.
