Amazon's fourth annual "Prime Day" was a day to forget for major bricks-and-mortar retailers, including Walmart.
How do we know? All it took was a quick glance at the store-visit data on MFour's Path-2-Purchase™ Platform. There, platform users instantly see customer journeys to all locations of more than 1,000 retailers nationwide.
The data showed that visits to Walmarts sank to 90-day lows on July 16-17 – coinciding with the 36-hour Prime Day promotion in which Amazon Prime members enjoy the biggest discounts of the year. Walmart's foot traffic for Monday, July 16, was 12% lower than its Monday average over the previous three months, excluding the busy Monday of the long Memorial Day weekend.
Whether it's Prime Day or any other day, Path-2-Purchase™ is an unprecedented tool for consumer insights professionals to understand the journeys and motivations of validated, first-party consumers. Its core functions enable researchers to target, track and survey the most relevant consumers, and to append their historical visitation data to provide deep context to any study. Validation is another core value, based on observed location journeys, unique mobile device identifiers, and precise consumer profiles.