Walmart recently introduced plans for an omni-shopping experience that will include digital shopping enhancements across channels. “We will be the first to deliver a seamless shopping experience at scale,” said Walmart CEO Doug McMillon. “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.” The Walmart omni-shopping experience is rolling out to stores this fall and will be in 1,000 stores by the next fiscal year.
What Does Walmart’s Omni-Shopping Experience Include?
In an effort to facilitate first-rate shopping experiences that integrate digital and in-person shopping solutions, the omni-shopping experience at Walmart will include:
App-focused advertising: Consumers will be greeted at the Walmart entrance and in-store with signage that is branded with the Walmart app icon, encouraging shoppers to download the app and use it to facilitate their in-store shopping, including performing price checks, locating products in the store and browsing online for more options.
Contactless checkout and payment options: Similar to Amazon Dash Cart, Walmart is working to expedite checkout and payment options that are fast, contactless and efficient. The Walmart omni-shopping experience will include self-checkout kiosks and contactless payment solutions, including Walmart Pay and Scan & Go, where shoppers can manage their own checkout via the Walmart app.
Why Is Walmart Launching An Omni-Shopping Experience?
According to Walmart, their omni-shopping experience was “developed through a customer-centric lens, the design creates an elevated experience that appeals to shoppers through a sleek design aesthetic, a layout that spotlights products and an end-to-end digital navigation that guides customers throughout their journeys.”
How Is The Walmart Omni-Channel Shopping Experience Relevant For Digital Marketers?
Due to changes in consumer behaviors because of COVID-19, many major retailers and grocery stores are creating or evolving unified mobile, online and in-store shopping strategies. As a result, consumers are becoming accustomed to brands recognizing them across platforms and personalizing their experiences at all touchpoints. Like omni-channel shopping, advertising must also recognize consumers across platforms by uniting consumer profiles.
In the past, consumers were surprised and delighted when brands served accurately personalized messages across media channels. But cross-channel personalization has become the norm that is expected by consumers, with brands like Walmart leading the way.
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