Walmart’s Ga-Young Lee on Why She's Moving from Coupons to Content Publishers

Recorded at PI LIVE USA, we had the chance to sit down with Ga-Young Lee, Sr. Manager of Digital Media, Content Affiliate & Partnership at Walmart. 

During our conversation, Lee shared valuable insights into the shifting strategies of Walmart’s affiliate programme, particularly the move away from traditional coupon strategies.

While many brands continue to rely heavily on coupon-based marketing tactics, Lee and her team at Walmart have embraced a more content-driven approach. 

Even though coupons have long been a staple for driving immediate conversions, content partnerships, including influencer collaborations, are playing an increasingly crucial role in building brand awareness and fostering long-term customer loyalty.