Bob Connolly, Executive Vice President of Marketing and Consumer Communications at Wal-Mart Stores Inc., dispels a belief among some marketers and packaging suppliers that there’s a “code to crack” in getting products on the retailer’s shelves. Connolly says success is possible by concentrating instead on four areas of prime importance to Wal-Mart and its shoppers.

• Ready, Set, Go!

Time is the new currency for consumers. Both Wal-Mart and its shoppers want packaging that saves them time. From Wal-Mart’s that means tactics such as time-saving secondary packaging. One example: PDQ product trays, which set up quickly and minimize waste that needs discarding. For consumers, it means packaging communication that lets them understand your brand message and select a product within six seconds.

• Shop like a Consumer at Wal-Mart

Observe how other shoppers shop and how sales associates set up displays. You’ll learn what works and what fails. Brand managers can then collaborate with competitors to elevate their category as a whole; Wal-Mart builds categories rather than spotlighting individual brands.

• Bring a Friend

Have a partner tag along whose interests are opposite of yours. If you enjoy wine and spirits, you might learn a lot about these categories from the detached observations of someone who “doesn’t drink.”

• Bring a Calendar

Rather than relying purely on ingenuity, Wal-Mart’s interest increases when you respond to the natural order of things. A key tip for brand managers: Pay attention to the three most important days of the month for Wal-Mart—the 1st and 15th, which are paydays, and the 3rd, when retirees gain access to their monthly Social Security checks.

By Jim George