Wal-Mart’s dotcom strategy:

Tuesday June 7th I was sitting have a perusal of the Financial Times and happened upon an item about Wal-mart and how it is successfully linking online and offline by concentrating on existing customers.
These are the six key elements to their online strategy:

1). Focus on the existing Wal-Mart customer
with a website that is straightforward to operate

2). Provide more information to help customers online before they come into the store
Product comparison tables allow customers to compare and contrast what is available while online buying guides help customers to understand the jargon, spelling out, for instance, the difference between pplasma screen and LCD television screens

3). Use online services to pull customers into the store
Walmart.com was the first retailer to integrate an online digital photo service with one-hour delivery of prints.

4). Use the store to boost online operations
Walmarts weekly special offer inserts in local newspapers advertise the online buying guides and other services. An online version of the inserts ? sent out by email ? allows the customer to click on a link to a webpage where they order the featured item

5). Expanded categories
In common with other retailers. Wal-mart is using its online presence to offer a greater selection of goods online, such as expensive digital cameras, and more contemporary home furniture.

6). Pricing
Walmart.com says that it offers the same "everyday low prices" as the stores. But it has not followed Amazon into offering shipping discounts. A pilot scheme in the Dallas area allows customers to pick up orders delivered to their local store with no extra charge.

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Posted in: Advertising, Engagement Marketing, Marketing, Media, Strategy, Web/Tech

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