News Corp Australia understands the retail giant is testing an online advertising program to target young consumers with its digital coupons.
The company’s digital coupons are targeted towards young people in particular, but the initiative will be available across a range of digital channels including television, radio and the internet.
The move comes after the company unveiled a $300 million digital ad buy in the last year that includes online promotions from its Prime Now service.
The retailer’s new advertising campaign is expected to start with online coupons and will continue to expand in coming months.
The ad buy will begin with digital coupons from Walmart in 2018, and the company is also targeting millennial consumers by offering an introductory discount on certain merchandise.
Walmart’s online coupons are currently available in more than 140 countries and territories, including the US, UK, Canada, Australia, New Zealand, Germany, France, Brazil, Russia and Turkey.
The digital coupons will be part of the retailer’s ongoing efforts to reach more than 2 billion people across the world.
Walgreens’ digital coupons have been tested with an online audience of nearly 2.4 million people and the retailer is confident the program will be successful.
The new program is the latest move in the retailer to broaden its advertising strategy as it continues to invest in digital and mobile advertising.