Walmart is counting on their Walmart+ membership plan to lure customers away from Amazon and take a meaningful share of the subscription retail market. And there's good reason to believe it will work.
What Walmart+ Offers That Amazon Prime Can't Match
The W+ membership has a unique set of offerings that Amazon Prime simply cannot replicate, thanks to Walmart's existing physical infrastructure:
- Access to all 150,000+ SKUs at Walmart Supercenter with at-shelf pricing — versus Amazon's smaller footprint and reliance on third-party fulfillment
- The Scan & Go feature allows shoppers a quick and convenient way to shop in-store — customers still want the flexibility to shop however is most convenient at the time
- A 5-cent discount per gallon at approximately 1,500 Walmart and Murphy Gas stations across the country — a tangible, recurring benefit in a car-centric culture
Your Holiday Marketing Playbook for Walmart+ Shoppers
Your brand's holiday marketing strategy should include a dedicated plan for connecting with current and future Walmart+ members. Here's how to approach it:
Target proprietary Walmart+ audiences, including:
- Walmart gas station customers
- Walmart Online Pickup shoppers
- Gas station customers who are also Online Pickup shoppers
- Customers converting from Amazon Prime to Walmart+
- Walmart in-store shoppers segmented by department
Combine these audience segments with an Add-to-Cart (ATC) conversion optimization approach. Our single-click Add-to-Cart functionality maximizes conversion and sell-through by reducing friction at the most critical moment in the purchase journey.
