Marketing promotion big boost to Wal-Mart online integration

DSN Retailing Today, May 9, 2005 by Mike Troy

BENTONVILLE, ARK. -- Even greater integration of Wal-Mart's online operations with its stores and a heightened level of creativity in advertising and marketing are expected after the recent promotion of John Fleming to evp and cmo.

Fleming previously served as president and ceo of Walmart.com and replaces Bob Connolly who announced his retirement at year end.

In his new role, Fleming retains oversight of the online business while assuming responsibility for marketing and consumer communications programs, including advertising, consumer research, visual merchandising, signage, point-of-sale programs and all instore promotional materials. He will report to Mike Duke, president and ceo of Wal-Mart's stores division.

"We look forward to seeing what [John's] unique style and creative spirit will bring to our marketing efforts," said Duke.

Fleming's unique style has allowed Walmart.com to quietly become one of the nation's most popular e-commerce sites, ranking third in the number of unique visitors behind eBay and Amazon.com during the 2004 holiday season.

The feat is the result of the steady addition of new products, services and content and closer integration with stores that took place during Fleming's involvement with Wal-Mart's online business. After a 19-year career with Target, Fleming joined Walmart.com as chief merchant in 2000. He was promoted to coo in 2001 and was named president and ceo in 2002. Along the way, Walmart.com developed a strategy Fleming described to DSN Retailing Today on previous occasions as, "offering customers easy access to more Wal-Mart."