Walmart continues to build out services and features to increase shopper order and delivery convenience through use of its app and other tech-based initiatives. Sam’s Club, meanwhile, is introducing a new, consumer-driven process that dynamically engages with members to shape and contribute to it Member’s Mark private brand.
As part of its application of technology, Walmart began a drone delivery trial in 2021 and has continued to expand the service, announcing earlier this year that it would conduct what it characterized as the largest drone delivery expansion of any retailer in the United States, reaching 75% of the Dallas Fort Worth population. Later this month, Walmart will start informing DFW customers eligible for drone delivery that they will be able to tap into a new ordering capability on the app. The company will conduct the integration in phases as more drone delivery sites launch and drone providers receive additional regulatory approvals to fly more goods across greater distances.
Connecting customers to drone delivery via its app is only one way Walmart is using technology to serve customers. The company is beta testing a GenAI-powered shopping assistant that engages customers in natural, free-flowing conversations that can help them discover, evaluate, and decide on the best product for them faster. Over time, it will evolve to include more advanced features and capabilities so it can serve as a trusted shopping companion and further transform Walmart from a place to buy items to the first stop for any need or occasion, the company asserted.
In another delivery initiative, Walmart is expanding its In-Home service, where employees bring items directly into homes and garages depending on customer preference. The service — in 50 markets across the United States, including metropolitan areas such as Boston, Detroit and Philadelphia — is adding a new benefit called Replenishment. Powered by artificial intelligence, Replenishment applies a personalized algorithm to predict customer needs and automatically deliver needed items straight to customer pantries and refrigerators. The algorithm learns customers’ regular purchases, including the frequency and quantity they prefer.
Replenishment began its initial testing in April, and customer feedback has been positive, according to Walmart.
“Driven by our commitment to help our customers live better, we’re constantly working to create shopping experiences that are convenient, engaging and personalized,” stated Tom Ward, chief e-commerce officer, Walmart U.S. “This experience needs to be cohesive, interconnected and seamlessly integrated into their everyday lives. By consistently pushing the boundaries, we’re continuing to lead the industry in service of our customers.”
For its part, Sam’s Club is seeking feedback via its Member’s Mark Community, which the banner has been quietly building and now includes 50,000 actively participating consumers who are part of an opt-in network. Sam’s Club is establishing a new level of personalization and participation in the retail industry through its community, the banner maintained. Community participants provide input on products before they reach clubs by, for example, voting on exclusive flavors and testing new items. The flow of feedback helps guide the large-scale development of products, ensuring that offerings consistently align with members’ evolving needs and preferences. As it developed a new Member’s Mark grill, the Sam’s Club product development team identified home barbecue enthusiasts through a questionnaire then distributed 20 prototypes to members in DFW. Members tested the grills by cooking, filming and reviewing their experiences. The feedback members provided led to the development of a grill that included adjusted features to ensure it satisfied members’ needs and preferences.
“At Sam’s Club, we have a long history of listening to feedback from our members and putting their needs at the center of everything we do,” said Megan Crozier, Sam’s Club chief merchant. “It’s an integral part of how we develop our Member’s Mark products, and in today’s experience economy, our approach sets us apart from other retailers in ways that deliver real value to our members. Our approach goes beyond traditional focus groups and surveys, with true engagement that will shape the future of retail by creating more personalized experiences for our members. And this collaboration is already happening at scale, with input flowing from 50,000 active members, and we see the opportunity to include all members in the future.”
