Podcast Summary: The CPG Guys

Episode: Full Funnel Retail Media in Canada with Walmart Connect's Lesley Conway
Date: September 17, 2025
Hosts: Peter V.S. Bond (PVSB) & Sri Rajagopalan
Guest: Lesley Conway, Head of Walmart Connect Canada

Episode Overview

In this episode, Peter and Sri welcome Lesley Conway, the newly appointed head of Walmart Connect Canada, for a deep dive into the evolution of retail media in the Canadian market. The conversation spotlights Walmart Connect’s mission, their expanded full-funnel capabilities, integration of a new global advertising platform, use of data and AI, measurement KPIs, agency partnerships, and global collaboration within Walmart.

Key Discussion Points & Insights

1. Walmart Connect Canada’s Mission and Structure (05:38)

• Mission:
  “We help brands connect with Canadian shoppers in meaningful ways and accelerate their growth. As the number one omnichannel retailer in Canada... we reach over 10 million shoppers every week.”
  — Lesley Conway [05:38]
• Integration with merchandising, ecommerce, operations, and marketing is facilitated by a unified Canadian head office, “one campus,” driving cross-functional collaboration for improved campaigns and customer alignment.

2. Defining Success for Brands & Consumers (07:07)

• Brand Perspective:
  Success is “measurable growth” — sales lift, incrementality, long-term brand building. Outcomes are structured with partners from the start.
• Consumer Perspective:
  Success means “relevance” — helpful, timely ads that enhance the shopping experience, both in-store and online.

3. Adopting the Global Ads Platform (08:21)

• Recent adoption of the U.S.-based core retail media platform streamlines campaign management, precision targeting, and measurement for Canadian advertisers.
• Lesley notes rapid innovation:
  “The US has sort of tested it for us... now we're able to take that experience, unlock the new capabilities... a lot faster.” [08:21]

4. Full Funnel Retail Media Capabilities (09:40)

• On-site: Sponsored search and display ads for high-intent conversion.
• Off-site: New platform powers campaigns across the open web, social, connected TV, building upper-funnel awareness.
• In-store: Sampling, demos, digital signage, audio, and new “retailtainment” experiences drive engagement and brand love.
  • Example: “Build your own” food demos that started online and culminated as an experiential activation in-store.
    “The feedback was unbelievable. It really won a lot of hearts and minds.” — Lesley Conway [10:34]

5. Behavioral Data & Measurement (12:46)

• Heavy reliance on Walmart’s first-party data—80% Canadian household reach.
• Measurement is omnichannel, linking online and in-store behaviors to close the loop on campaign efficacy.
• A/B testing and experimentation are driving deeper insights:
  “We can do a lot of AB testing... those kinds of unlocks... really, we have it within our data.” [13:41]

6. The Role of AI and Advanced Analytics (15:17)

• Walmart Canada is “actively integrating AI and new technologies... to make shopping faster, smarter, more personal.”
• AI is used for “consumer analytics, real-time campaign optimization, deeper performance insights.”
  • The new platform will enable even “more ways to deliver the right message to the right customer at the right time.” [15:17]

7. Partner & Agency Engagement and Flexible Activation (17:29, 19:25)

• Lesley, drawing on her agency and sales leadership, stresses a bespoke approach:
  “Every company and brand and campaign is really different... beginning by defining objectives and aligning on outcomes and measurement frameworks... has to be at the base level.” [17:33]
• Walmart Connect Canada now offers both managed service and self-serve options, supporting brands and agencies “however they want to work with us.”
• Flexibility: Brands are not locked into either managed or self-serve—can switch modes as their needs change.

8. Global Learning and Collaboration (21:21)

• Walmart Connect divisions globally (e.g., U.S., Chile, China) actively share learnings via “centers of excellence.”
• A unified global platform supports consistent capabilities and ease of cross-border buying.

9. Success Metrics & KPIs (22:48)

• Top metrics: Incrementality, sales lift, return on ad spend (ROAS).
• There’s flexibility to build “different KPIs that we can track and optimize against” depending on campaign goals and business outcomes.
• Commitment to transparency and development of enhanced, tailored measurement tools.

10. What’s Next: Roadmap and Milestones (25:05)

• Short-term: Focused on onboarding brands and agencies to the new ads platform, ensuring smooth transitions, and rolling out advanced tools (API integrations, creative builders, reporting).
• Long-term: Building a “truly global and inclusive advertising ecosystem” with standardized access, reporting, and measurement for advertisers worldwide.

11. How New Advertisers Should Engage (26:32)

• Lesley encourages direct outreach:
  “Call me, give me a business problem. Let’s hash that out and let’s see where retail media falls within your path to success.” [26:32]
• Multiple points of contact: LinkedIn, the Walmart Connect Canada website, and direct connections for collaboration.

Notable Quotes & Memorable Moments

• “Store is king.” — Lesley Conway, explaining the ultimate importance of in-store activation in Canada. [09:40]
• “The basic building blocks to partnership is recognizing the uniqueness and the nuances that everyone has.” — Lesley Conway [17:33]
• “We are a global company and we are a global platform... we want to make it easy for you to work with us.” — Lesley Conway [21:21]
• “We can do a lot of AB testing... test and learn controls and A/Bs for clients and so that's how we've been doing it and where we're going.” — Leslie Conway [14:01]
• “I love a challenge. So call me, give me a business problem. Let's hash that out and let's see where retail media falls within your path to success.” — Lesley Conway [26:32]

Timestamps for Key Segments

• Walmart Connect Canada Mission & Overview: 05:38
• Defining Success (Brands & Consumers): 07:07
• Global Platform Adoption: 08:21
• Full Funnel Capabilities: 09:40
• Behavioral Data & Measurement: 12:46
• AI & Analytics in Retail Media: 15:17
• Agency & Partner Collaboration: 17:29
• Self-Service vs Managed Service Options: 19:25
• Global Collaboration: 21:21
• Measurement & KPIs: 22:48
• Roadmap & What’s Next: 25:05
• Getting Started with Walmart Connect Canada: 26:32

Takeaways from Hosts

• Sri Rajagopalan:
  Values cross-border learning and the unique global collaboration at Walmart Connect: “The one thing that... stood out in my mind was how they work across continents, countries, etc to learn from each other.”
• Peter V.S. Bond:
  Highlights the shift from managed to flexible service models: “They've moved from being purely managed service to having the ability to let brands choose how they want to engage on the platform... that means flexibility. That means brands will win.” [29:10]

Conclusion

This episode provided a comprehensive look at Walmart Connect’s Canadian retail media ecosystem, emphasizing omnichannel integration, shopper-centric data, innovative tech adoption, and true flexibility in how brands and agencies may engage across the funnel. Lesley’s insights highlight both the strengths of local execution and the power of global collaboration, underlining Walmart’s ongoing investment in leading-edge advertising solutions for brands in Canada and worldwide.