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In-store purchases continue to represent 80% of sales, says Walmart’s Javier M. Delgado
Liz Unamo| 10 de diciembre de 2020
Javier Delgado Walmart
Walmart’s Senior Marketing Director Javier M. Delgado recently observed that one of the most important lessons learned from the Covid-19 pandemic is that consumers must always be the center of everything. And even though digital purchases have skyrocketed by 70 percent, in-store purchases continue to represent 80 percent of sales. “Going to the store continues to be important for consumers,” he said in a conversation with Alfonso Sebastian Manzanares, VP of the Asociación Española del Retail (AER). According to Delgado, it’s the customers who decide. “We offer the products, the services and the best possible prices, and consumers decide how they want to spend their money. We just show them the options available.” He said his team tries to handle online sales in a way that avoids competition between one section and another. “At the end of the day, we are going to benefit consumers while winning profits for the company by areas. We can’t let what is earned through digital media be lost in the physical stores – it wouldn´t compensate.” He added that one thing they’ve learned from the pandemic is to act in an agile way and make very quick changes when necessary. But that versatility is something innate in the company, which gives Delgado a great deal of confidence regarding leadership of the company: “Our CEO Doug McMillon is always thinking about what comes next and how we are going to serve consumers.”
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