At a time when traditional brick-and-mortar stores are losing customers who typically shop online, retail giant Walmart is offering them something e-commerce giants such as Amazon can’t —physical stores to pick up their items.
Starting April 19, customers gained access to discounts on about 10,000 items on Walmart’s website, if they were willing to buy online and pick up in store. The world’s largest retailer intends to extend that to more than a million popular items by June.
The move allows Walmart to offer the ease of online shopping while taking advantage of its 4,700 stores and cutting costs.
Last Mile Delivery
By leveraging its fleet of trucks to deliver products directly to its stores, Walmart is minimizing last mile delivery costs while passing on the savings to the consumers.
“We’re able to offer these savings by eliminating one of the most expensive parts of e-commerce,” said Marc Lore, CEO of Walmart U.S. e-Commerce.
By turning to the “Click and Collect” model, the company is setting itself apart from e-retailers by utilizing its physical stores as distribution centers. Additionally, it hopes that customers stick around and purchase other items while they are there to pick up an online order.
Walmart officials said that additional staff has been put in place for its “Pickup Discount” program. Also, some Walmarts are utilizing intelligent parcel lockers for consumers to walk up, scan a barcode sent to their smartphone and retrieve their package.
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