Walmart has unveiled it is to give its consumers the chance to make one basket and transaction for items that will get fulfilled from different locations.
The news comes more than a year after the retail giant combined its grocery and general merchandise apps, with the launch of “Project Glass” which was named after David Glass, the company’s previous chief executive.
However shoppers still have to pick between ship-to-home or orders for pickup or delivery before searching for items.
Walmart chief executive John Furner has said the company’s supply chain still needs to determine how to optimise its order fulfilment process.
The change comes as the retailer seeks to further develop its omnichannel strategy that has proven to be popular during the pandemic.
The new changes further elevate Walmart’s e-commerce business as the retailer builds out its omnichannel strategy and looks to keep the online sales momentum brought on by the pandemic.
As of last week, 10 per cent of Walmart’s traffic was seen on the consolidated shopping app, according to Furner.
“We always say to ourselves internally we never want to show our customer our org chart,” he said.
“And what the blue app and the orange app is, it pretty clearly showed you the org chart … so we want to take that visibility away from the customer and be there for anything that they need from us.”
Walmart has recently announced a partnership with the Meredith Corporation, which will give shoppers access to intelligence-powered meal planning shoppable recipes, visual search, chatbots and more to help people plan and make meals.
“We always say to ourselves internally we never want to show our customer our org chart. And what the blue app and the orange app is, it pretty clearly showed you the org chart … so we want to take that visibility away from the customer and be there for anything that they need from us,” Furner said.
Meanwhile, the new partnership with Meredith pairs that company’s food content expertise, hyper-local consumer insights and proprietary technology platform with Walmart’s customer base, product assortment and shopping options for “shoppable ad experiences.”
The partnership will involve the use of a shoppable “bookazine” which include 30-minute meal ideas from Allrecipes sold exclusively at Walmart store locations.
Users are able to upload photos of ingredients they have while a visual search tech algorithm will suggest recipes to use based off the images.
Allrecipes videos are now shoppable via Walmart with ads on TikTok through the “Shop Now” button.