With early adopter shopping stores having introduced online shopping functionality through smartphone apps, many brick-and-mortar businesses are struggling with their sales because consumers now possess tools that they have never had at their disposal before. With said tools, patrons can compare prices of the products through the online tools of one store with the wares of a store they find themselves in. This makes the possibility of buying from one retailer while within the confines of another entirely possible.
Due to this reason, renowned multi-nation chain, Walmart has brought in a new feature in its latest iPhone app that will cater to changing consumer behaviour. With the latest app, Walmart consumers will be able to purchases an item from the Walmart location they are in even if their desired item is not in that particular store. The tool acts to query the inventory of other local Walmart’s to locate, reserve and transport the item to the appropriate store. For example if a consumer wants to buy a blue bicycle and the store in which he or she is in only has pink bicycles left, customer can order the blue bike immediately online with just a touch on the app. Walmart will launch similar app for Android devices in the near future in order to further boost its sales.
Describing the reason behind this move, the senior VP of mobile and digital for Walmart Global eCommerce Gibu Thomas said that, “Almost every facet of our lives has been transformed by a smartphone. But when you walk into a store — and that’s where over 90 percent of retail happens — it’s like this place that is stuck in time. The possibility of mobile bringing the Web to the store is incredibly disruptive.”
The added advantage of this new iPhone app from Walmart is that if a user accesses it while standing in a particular outlet, a specifically designed app for that distinct location will be called up as each store has its own app. Through the app consumers can also make a list of desired items by speaking into their smartphone. The tool also features a find a product section that requires a simple and brief description to get to work.
This app will also enable consumers to see promotions of that particular Walmart location and will also feature interactive maps. Walmart is also planning to introduce another new feature that is currently going through testing phase. This new feature is called “Scan & Go”, which will allow users to scan items they want to buy so they can self-checkout swiftly.
The “in-store mode” in the new iPhone app of Walmart worked wonders for the multinational company, as nearly 60 percent of its consumers used this within two weeks of its launch. In addition to this, roughly 12 percent of the sales consumers had made through Walmart’s app while roaming in the store were done through the “in-store mode”. For that reason, Thomas said, “We’re trying to make a seamless experience”.
Another reason for focusing on this mobile app was the fact that Walmart expects to see 40 percent of their online shopping traffic via mobile devices during this holiday season, which is three times more than last year’s total.
Source: CNet
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