Shopper Marketing - January 2018 - 70

70

SHOPPER MARKETING JANUARY 2018

INSTITUTE STRATEGIST
More info at

Keeping Up With the Times
BJ's Wholesale Club races to improve its digital shopping experience
By Institute staff

BJ's Wholesale Club is working quickly
to catch up to its rivals on the omnichannel technology front after hiring Rafeh
Masood last May to lead its efforts. Soon
after he joined the company, BJ's unveiled
an updated mobile app, new websites
and a self-checkout function.
The retailer launched a new mobile
website in July, with improvements
aimed at making it easier for club members to browse, research and save on
their purchases.
The site allows members to access
services like online deli and bakery ordering. It also adds an important mobile
aspect to the Pick Up & Pay service BJ's
introduced last year, letting members
reserve non-perishable products for instore pickup in as little as two hours.
In August, the retailer polished its
desktop website with many similar improvements, despite already having completed an earlier redesign to the core site
late in the prior year.
"We're making it more convenient for
members to shop - and save - at BJ's,
whether it's in-club, from their desktops
or on their mobile devices," said Masood, BJ's senior vice
president and chief digital officer. "Omnichannel is an
integral part of the company strategy, and the new desktop site is another step in our transformation."
In September, BJ's launched mobile-optimized websites for both of its two private labels, Wellsley Farms and
Berkley Jensen, becoming the first warehouse chain to
give its brands such distinct digital presences.
The sites let members order select items for delivery,

while other non-perishable products can be reserved
for pickup (via Pick Up & Pay). Item listings include
real-time club availability, delivery estimates, pricing
(after coupons and Instant Savings, where applicable)
and product reviews.
In October, BJ's unveiled its new mobile app. Available
for iOS and Android devices, it also lets users more easily
browse and purchase select products online.
The app's most notable functionality is the "Add-to-

Card" coupons available within the app as well as at
Coupons.BJs.com. Members can select and load coupons directly to their membership cards to have them
automatically applied at checkout. The service integrates
both manufacturer coupons and offers from the retailer's
"Little Book of Big Savings."
A home page carousel ad on the retailer's desktop and
mobile websites touted the new functionality.
Other functionalities in the app allow users to view
year-to-date savings and rewards, locate the nearest club
and BJ's Gas station, and view current gas prices.
From Oct. 30 to Nov. 30, the retailer dangled 5 cents
off per gallon to club members who used the app to locate and select their nearest BJ's Gas. An ad on the mobile
app's home tab plugged the promotion.
As BJ's races to improve its digital presence, the retailer
also is piloting a new self-checkout function at several
locations in Connecticut, New Hampshire, Florida and
New York.
The functionality relies on a standalone Express Scan
mobile application similar to channel competitor Sam's
Club's Scan & Go app. Club members scan item bar
codes while they shop and complete their transaction by
scanning a single code at dedicated upfront pay stations.
A landing page within BJs.com explains the functionality and hosts an informational video.
Jewelry and gift cards cannot be
scanned with the app but can be paid for
at the pay stations. Members can also use
the app, which is powered by Toshiba, to
look up prices and apply coupons to their
purchase.
Several clubs also are offering handheld
scanners at a kiosk near store entrances (a
concept that Sam's Club also tested and
later abandoned). It's unclear when the
retailer plans to expand either version to
additional stores.
For a company that was rumored to be
for sale just last spring (with Amazon then
named as a potential suitor), BJ's is certainly not waiting around for someone else
to come in and bring it into the future, but
the pressure is on to keep innovating. SM

Editorial Index Companies named in the editorial columns of this issue are listed below.
7-Eleven . . . . . . . . . . . . . . . . . . . . .65, 68
Advantage Solutions. . . . . . . . . . . . . . . 6
Ahold Delhaize. . . . . . . . . . . . . . . . . . . . 6
Albertsons Cos. . . . . . . . . . . . . . . . .6, 67
Aldi . . . . . . . . . . . . . . . . . . . . . . . . .53, 64
Amazon.com . . . . . . . 14, 15, 19, 56, 65
Anheuser-Busch InBev . . . . . . . . . . . . 12
Beam Suntory . . . . . . . . . . . . . . . . . . . 14
BJ's Wholesale Club . . . . . . . . . . . . . . 70
Blue Chip Marketing Worldwide. . . . 10
BuzzFeed . . . . . . . . . . . . . . . . . . . . . . . . 1

California Innovations . . . . . . . . . . . . 69
Catapult . . . . . . . . . . . . . . . . . . . . . . . .60
Clorox Co. . . . . . . . . . . . . . . . . . . . . . . . 12
Coca Cola Co., The . . . . . . . . . . . . .58, 68
Darko. . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
Daymon Worldwide . . . . . . . . . . . . . . . 6
Deliv. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
Droga5. . . . . . . . . . . . . . . . . . . . . . . . . . . 6
Dr Pepper Snapple Group. . . . . . . . . . 67
DSW. . . . . . . . . . . . . . . . . . . . . . . . . . . . 65
Edelman . . . . . . . . . . . . . . . . . . . . . . . . . 1

Edge Marketing . . . . . . . . . . . . . . . . . . 12
Fazoli's. . . . . . . . . . . . . . . . . . . . . . . . . .64
FCB/RED . . . . . . . . . . . . . . . . . . . . . . . .60
Ferrero. . . . . . . . . . . . . . . . . . . . . . . . . .66
Google. . . . . . . . . . . . . . . . . . . . . . . . . . . 1
Graphic Composition . . . . . . . . . . . . . . 6
Hershey Co. . . . . . . . . . . . . . . . . . . . . . 67
Ibotta. . . . . . . . . . . . . . . . . . . . . . . . . . . 12
Inmar. . . . . . . . . . . . . . . . . . . . . . . . . . . 14
IRI . . . . . . . . . . . . . . . . . . . . . . . . . . .6, 14
JCPenney. . . . . . . . . . . . . . . . . . . . . . . . 62

Johnsonville . . . . . . . . . . . . . . . . . . . . . . 6
Kroger . . . . . . . . . . . . . . . . . . . . . . . . . .66
Lidl. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 53
L'Oreal . . . . . . . . . . . . . . . . . . . . . . . . . .68
Mars Agency, The . . . . . . . . . . . . . . . . 14
Mars Inc. . . . . . . . . . . . . . . . . . . . . . . . 67
Meijer . . . . . . . . . . . . . . . . . . . . . . . . . 1, 6
Mom Complex, The. . . . . . . . . . . . . . . . 8
Mondelez International . . . . . . . . . . . 14
National Pork Board . . . . . . . . . . . . . . 12
Nestle . . . . . . . . . . . . . . . . . . . . . . . . . .68

Newell Brands . . . . . . . . . . . . . . . . . . . 69
Quotient Technology . . . . . . . . . . . . . . 8
PayPal . . . . . . . . . . . . . . . . . . . . . . . . . .64
PepsiCo/Frito-Lay . . . . . . . . . . . . .66, 69
Procter & Gamble . . . . . . . . . . . . . . . . 10
Ralphs . . . . . . . . . . . . . . . . . . . . . . . . . .64
RangeMe. . . . . . . . . . . . . . . . . . . . . . . . . 1
Sam's Club . . . . . . . . . . . . . . . . . . . . . . 67
Senion . . . . . . . . . . . . . . . . . . . . . . . . . . 65
ShopRite . . . . . . . . . . . . . . . . . . . . . . . .66
Smithfield Foods . . . . . . . . . . . . . . . . . 12

Snipp . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
Spin Master . . . . . . . . . . . . . . . . . . . . . 14
Supervalu . . . . . . . . . . . . . . . . . . . . . . . . 6
Taylor Guitars. . . . . . . . . . . . . . . . . . . . 62
TVPage . . . . . . . . . . . . . . . . . . . . . . . . . 62
Twitter. . . . . . . . . . . . . . . . . . . . . . . . . . 62
Tyson Foods . . . . . . . . . . . . . . . . . . . . . 12
Walgreens. . . . . . . . . . . . . . . . . . . . .1, 68
Walmart . . . . . . . . . 6, 12, 16, 66, 67, 68
Weber-Stephen Products. . . . . . . . . . 12
WSL Strategic Retail . . . . . . . . . . . . . . . 1


http://p2pi.org http://Coupons.BJs.com http://www.BJs.com http://www.Amazon.com

Table of Contents for the Digital Edition of Shopper Marketing - January 2018

Contents
Shopper Marketing - January 2018 - 1
Shopper Marketing - January 2018 - 2
Shopper Marketing - January 2018 - Contents
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