Walmart Wants Shoppers on Their Phones
Walmart launched an in-store marketing campaign to get more shoppers using its mobile application as the retailer banks on the devices to connect its brick-and-mortar and digital operations and provide an improved shopper experience.
The mass merchant is encouraging downloads of the app by dangling $5 off a user's first $35 in-app purchase. The incentive is heavily promoted in the aisles with Smart Network spots and a variety of P-O-P materials including shopping cart wraps, standees and table displays. The signage was spotted as early as March, and the offer expires May 31. A March 21 update from the retailer's main Facebook account supported, as did multiple posts from individual store accounts.
According to reports from employees, corporate sweetened the pot for individual stores by promising to reward those with the most app downloads.
The last time Walmart incentivized use of its mobile app was in 2016 when it promised a $10 e-gift card with a $75 minimum total on first in-app purchasesfrom July 25-29. Since then, the retailer has rolled out numerous updates, including:
- expanding Scan & Go technology to more stores.
- expanding Walmart Pay to accept more payment options.
- introducing a “totally reimagined experience for in-store shopping” dubbed "Store Assistant."
- a personalized "Easy Reorder" feature that registers both in-store and online purchases and saves them to a shopper's history.
- a simplified two-step process for making returns.
- making the product search bar and product scanner easier to find.
- calculating the cost of a basket as users make their shopping lists.
- adding individual store maps.
- allowing for easier prescription and money services with "Express Lane" integration.
The moves are part of Walmart's strategy to create a seamless experience for shoppers by focusing first on the store and then infusing every phase of the shopper journey with time-saving technology.
For more on Walmart's mobile strategy, see the Mobile Marketing section of the retailer's profile on P2PI.org.