Walmart vs Woolworths Group

Retail Media Networks Shift from Performance to Brand Building

Retail media networks (RMNs), initially focused on conversion at point of purchase, are now positioning themselves as full-funnel brand-building channels. Retailers like Kroger, Walmart, and Instacart have formed partnerships to expand offsite capabilities, including streaming and social placements. However, media buyers and experts express skepticism about RMNs' effectiveness for brand building, citing inventory optimized for conversion, limited measurement, high costs of validation, and locked data behind spend thresholds. The article notes that for most RMNs, aside from Amazon, ad products are conversion-focused, making brand work difficult to prove. There are also internal budget disputes between trade/shopper and brand teams. Despite capabilities, experts argue RMNs are not yet functioning as true brand-building channels.

• Retail media networks are pitching themselves as full-funnel brand-building channels.
• Kroger has a partnership with Disney Advertising; Walmart with TikTok, Meta, and Snap; Instacart with NBCUniversal.
• In Q4 2025, 60% of Walmart's self-serve display spend went to offsite inventory.

Walmart Expands Gas Savings Network to 17,000 Stations

Walmart is expanding its Walmart+ membership gas discount program through a new partnership with CITGO, increasing the number of participating fuel stations from approximately 13,000 to over 17,000 locations across the United States, a roughly 30% growth. The expansion adds about 4,000 CITGO stations, significantly boosting geographic coverage in the Southeast, Midwest, and Northeast. Walmart+ members receive a 10-cent per gallon discount at participating CITGO stations, on top of existing discounts at Walmart, Exxon, Mobil, and Murphy stations, as well as Sam's Club fuel. The annual membership fee remains at $98. The move comes amid rising fuel prices, with the national average gasoline price reaching $4.44 per gallon. Walmart reports that members who used the fuel benefit weekly saved over $100 last year, offsetting the membership cost. This expansion underscores Walmart's strategy to enhance the value of its loyalty program by bundling everyday savings, thereby increasing customer retention and engagement.

• Walmart expands its Walmart+ fuel discount network to over 17,000 stations, up from approximately 13,000.
• The expansion adds roughly 4,000 CITGO stations to the program.
• Walmart+ members receive a 10-cent per gallon discount at participating CITGO stations.

Sam's Club Launches Predictive Ad Targeting Suite

Sam's Club Connect, the membership-based retailer's advertising business, launched a suite of new predictive targeting and measurement products. The tools allow brands to create custom predictive modeling audiences for churn prevention, brand loyalty, and targeting shoppers likely to make high-end purchases. One product, Predictive Precision Targeting, was tested by Procter & Gamble for Cascade Platinum dish detergent, achieving a 94% accuracy rate in identifying households with a propensity to upgrade and a 71% increase in total spend. The suite also includes tools for conquesting campaigns and forecasting buyers for rare, high-end items like TVs, leveraging Sam's Club's longitudinal member purchase data and AI models.

• Sam's Club Connect launched a suite of new targeting and measurement products on September 16, 2026.
• The suite includes Predictive Precision Targeting, churn prevention, and high-end purchase prediction tools.
• A test of Predictive Precision Targeting with Procter & Gamble's Cascade Platinum achieved 94% accuracy in identifying upgrade-prone households.

Woolworths Newsroom: Latest News and Media Releases

Woolworths Group's newsroom page now features several new press releases and product launches, including 'Turn your weekly shop into free Fissler food containers', 'Woolworths expands Lower Shelf Price to over 1,000 everyday products', and 'Far North Queensland welcomes first Mini Woolies sites'. Additionally, there is a statement regarding Guardian Australia's Price Freeze story.