SALE AWAY: Walmart makes $1.2 billion investment giving shoppers ‘geo-fencing’ and ‘wish lists’ to buy their favorite items

According to The Sun, Walmart is making significant financial commitments to enhance its business strategies this year, with a notable investment of $1.2 billion aimed at improving customer benefits and operational efficiencies. As e-commerce continues to dominate consumer shopping experiences in the U.S., traditional brick-and-mortar brands are evolving to compete with online giants like Amazon, with experts suggesting that Walmart is at the forefront of this transformation, according to eTail.

Embracing Omnichannel Retailing

Walmart has been strategically positioning itself as an omnichannel retailer, which involves integrating in-store, mobile, and online shopping to provide a seamless consumer experience. This strategy is designed to offer customers a cohesive shopping journey, regardless of how they choose to shop.

For Walmart+ members, who pay an annual fee of $98, the omnichannel experience is enhanced. Members can utilize the Scan & Go feature in stores, allowing them to scan items and generate a single barcode for checkout before reaching the register. Additionally, they can order groceries and other products online for free delivery to their homes.

Commitment to a Seamless Shopping Experience

Walmart CEO Doug McMillon has promised customers a frictionless shopping experience now and in the future. “We will be the first to deliver a seamless shopping experience at scale,” he stated in an interview with eTail. “No matter how you choose to shop with us—through your mobile device, online, in a store, or a combination—it will be fast and easy.”

McMillon emphasized that Walmart’s extensive network of stores, combined with a robust supply chain and advanced digital capabilities, uniquely positions the company to succeed in this competitive landscape.

Leveraging Mobile Technology

One of the innovative digital technologies Walmart is implementing is geo-fencing. This technology, now active in all of Walmart’s over 4,600 U.S. stores, notifies the store when customers arrive in the parking lot to pick up online orders. It can quickly detect customer loyalty accounts on their mobile devices.

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Additionally, Walmart has introduced a wish list feature, allowing customers to save their favorite items via the Walmart mobile app or website. Shoppers in-store can scan items to add them to their wish lists, enhancing their overall shopping experience. McMillon noted that as 2024 approaches, the company expects to see continued growth in the usage of both geo-fencing technology and the wish list feature, projecting over 210 million visits to their app during November and December—up from 18 million in 2021.

Driving Profits Through Digital Engagement

According to McMillon, these initiatives aim to deepen Walmart’s digital relationships with customers. One significant avenue for this engagement is the grocery pickup service, now available at over 140 Walmart locations. McMillon reported that customers who utilize online grocery services spend nearly 50% more than those who only shop in stores, underscoring the importance of reaching this demographic.

Earlier this spring, Walmart also made headlines for testing a drone delivery service in Texas, although it has since scaled back operations to a single area.