Shopper Marketing - January 2016 - 98
INSTITUTE STRATEGIST
compared to last year," Fernando Madeira,
chief executive officer of Walmart's online business, said in a media release. "Our
customers went from previously mostly
searching and browsing on mobile, to
making purchases at a much higher rate."
In time for the holidays, Walmart updated its mobile application with new
capabilities such as a check-in service for
shoppers picking up online orders. The
new function sends a notification asking
app users to check in when they arrive at
a store. They can then tap an "I'm Ready"
button to alert the store to prepare their
order for pickup at new in-store areas
branded specifically for that purpose.
Walmart also promoted its mobile application throughout the holidays, even
releasing its Black Friday ad via its mobile
app one day prior to making it available on
its website. An email blast, home page carousel ad and a dedicated landing page all
touted the ad's availability "only in our app."
The sneak peek followed a flurry of
emails that invited consumers to "Rule
holiday shopping with the Walmart app"
98
y SHOPPER MARKETING JANUARY 2016
and touted benefits that span checking in
for faster pickup and the ability to search
store inventory.
In stores, Smart Network ads proclaimed,
"It's easy with the Walmart app." Walmart
also used the app to send multiple push
notifications during key shopping events.
"More than 25 million customers accessed store maps and the circular through
our online and mobile tools for Black Friday," Bratspies said in a media release.
Despite the heavy mobile push, Walmart
bucked a related holiday season trend in
that it did not offer free delivery. While
rivals such as Target and Best Buy kicked
off the holidays by throwing out minimum
purchase requirements for free shipping,
Walmart stuck with its standard policy of a
$50 minimum threshold on online orders
to qualify. The retailer hoped that shoppers would instead use its in-store pickup
option or sign up for its "Shipping Pass" pilot program, which offers unlimited threeday shipping for $50 per year (half that of
Amazon.com's popular Prime memberSM
ship program).
Table of Contents for the Digital Edition of Shopper Marketing - January 2016
Contents
Shopper Marketing - January 2016 - Intro
Shopper Marketing - January 2016 - 1
Shopper Marketing - January 2016 - 2
Shopper Marketing - January 2016 - Contents
Shopper Marketing - January 2016 - 4
Shopper Marketing - January 2016 - 5
Shopper Marketing - January 2016 - 6
Shopper Marketing - January 2016 - 7
Shopper Marketing - January 2016 - 8
Shopper Marketing - January 2016 - 9
Shopper Marketing - January 2016 - 10
Shopper Marketing - January 2016 - 11
Shopper Marketing - January 2016 - 12
Shopper Marketing - January 2016 - 13
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Shopper Marketing - January 2016 - 15
Shopper Marketing - January 2016 - 16
Shopper Marketing - January 2016 - 17
Shopper Marketing - January 2016 - 18
Shopper Marketing - January 2016 - 19
Shopper Marketing - January 2016 - 20
Shopper Marketing - January 2016 - 21
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Shopper Marketing - January 2016 - 28
Shopper Marketing - January 2016 - 29
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Shopper Marketing - January 2016 - 31
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Shopper Marketing - January 2016 - 40
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Shopper Marketing - January 2016 - 43
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