The back-to-school season kicked off this year with a big announcement: Walmart, arguably the biggest player in retail, has acquired Jet.com, the e-commerce site known for its unique pricing method. Both companies emphasize saving consumers money, but the approaches are fundamentally different. According to the announcement, Walmart views Jet as a valuable addition to their own shopping cart – a way to gain traction with an ever-growing customer base of Millennials.

These consumers, who now have families of their own, are just transitioning into the assumed Walmart customer profile, but the brick-and-mortar giant will likely still have to make an appeal to Jet users. Every brand has a distinct profile, but in many cases, there can be a lot of common ground. In the case of Walmart and Jet.com, the intersection actually does lie in digital affinities – showcasing that both stores bring digital engagement to the marriage.

The four key digital and mobile app properties – Apartments.com, Go Daddy, Square and Ibotta – all have the consumer in focus, but are not necessarily associated with either Jet or Walmart. Despite many differences in their respective affinity profiles, Walmart can start in that intersection to begin winning over Jet engagers. Social affinities are key to understanding and activating your most qualified audiences – no matter how they’re acquired.

Want to know which brands your customers have in common with you? Contact us to find out how.