Walmart Online

The Ask
Walmart wants to get frequent online shoppers to sign up for Walmart+ by making them aware of the program benefits and competitive advantages.

The Background
Walmart will debut Walmart+ at $98 per year to compete with Amazon Prime at $119 per year. Walmart customers will get perks like same-day delivery of groceries and general merchandise, discounts on fuel at Walmart gas stations, and early access to product deals. 

The Target
Live in areas like metropolitan and suburban regions. They enjoy convenience, dislike barriers when shopping, and might work in fields like blue collar and middle management.They want more choices and their daily pain points include traveling to and from the store. Their favorite products might include household items and yard supplies. They learn about these products through channels including YouTube, Facebook, and Instagram.

The Insight

• Opportunity to convert competitive shoppers (Amazon, Wish.com) or “switchers” (people who don’t have any online shopping loyalty)
  to become Walmart online shoppers. 

• Convenience + affordability + human touch (Ex. Walmart is not just a warehouse like Amazon, if you are buying groceries, you know
  that your local store has the best associates who are picking out the food for you)

• Choice of service: delivery vs. pick-up

The Strategy
Communicating the benefits (same-day delivery, personal touch/local community aspect, early access to product deals); lower cost of membership than Prime/how it is different/better than Amazon; ease of returning products (you can ship back or bring them back to a local store – many people struggle with returning items purchased on Amazon)