Activation Commerciale

(Auteur : Sharon Camara)
Le numéro un mondial de la distribution veut renforcer sa stratégie digitale dans les deux années à venir. Pour ce faire, le géant américain envisage de digitaliser ses points de vente déjà existants plutôt que d’en construire de nouveaux et aussi dynamiser son commerce en ligne.

Walmart renforce sa stratégie digitale

Walmart prévoit d’augmenter de 40 pour son activité en ligne d’ici à 2019. Celles-ci a connue une forte augmentation de 60 pour cent au cours du deuxième trimestre de l’année 2017.

« Nous combinons l’accessibilité de nos magasins avec l’e-commerce afin d’offrir à nos clients de nouveaux moyens de faire du shopping »,a expliqué Doug McMillon, le pdg de Walmart au site CNBC.

En 2019, l’enseigne ambitionne d’avoir des bénéfices de cinq pour cent d’une année à l’autre grâce à la forte croissance du commerce en ligne et des ventes en magasin. À l’heure où Amazon, le géant américain du commerce en ligne, prévoit d’ouvrir des boutiques physiques, Walmart qui se présente comme le véritable concurrent compte résister en renforçant son offre en ligne. Pour cela, Walmart a tester un nouveau programme permettant à ses employés de livrer les commandes passées en ligne et a surtout investi plus de trois milliards de dollars dans la plateforme en ligne Walmart envisage également l’ouverture de 1000 drives supplémentaires au États-Unis d’ici à 2019.

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(Author : Matt Vitone)
Uniquely J promises higher-end products with quality ingredients targeted at urban consumers.

Walmart’s Has Developed A Grocery Service Just For Millennials

Walmart thinks it knows the secret to getting inside the elusive Millennial wallet, and is using its property as a testing ground for a new online delivery service specifically catered towards the young demographic. Uniquely J, set to launch in the next two months, is a new private label brand under that promises to deliver on things that Millennials supposedly care about, including daily essentials and organic items with high-quality ingredients. The site’s offerings will reportedly cross “dozens” of different product categories, and will eventually arrive on in their second year.

Perhaps the most interesting aspect of the whole deal is the packaging, which is intended to attract younger buyers with “bold, edgy” designs that differentiate the products from other similar offerings. Words like “organic” and “fair trade” are displayed prominently on the front, while the products themselves boast names like “badass expresso.”

Uniquely J is yet another way is innovating for the metro millennial,” said PR Director Meredith Klein in a statement to TechCrunch. “From the boldly designed packaging, to the fun, witty label copy and quality ingredients — everything was designed with this metro consumer in mind.”

Though it’s not exactly clear who this “metro millennial” is, or if they are in the market for “badass expresso,” Uniquely J is just another way Walmart is trying to compete with Amazon and grab a different segment of the market. Amazon’s recent acquisition of Whole Foods has significantly ramped up competition in the grocery space, and Walmart has been trying several strategies to differentiate its offerings.

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(Author Paul Sawer)
Walmart has acquired Brooklyn-based delivery startup Parcel, representing the fifth technology startup acquisition by the retail giant in the past 14 months.

Walmart acquires NYC delivery startup Parcel as Amazon battle heats up

Founded in 2013, Parcel is a so-called “last-mile” delivery platform designed to help e-commerce companies get their goods from their premises to customers’ doors. It operates around-the-clock too, delivering packages in scheduled two-hour windows, overnight, or the same day an order is placed.

The offline / online retail war has taken an interesting turn over the past few years. Internet giant Amazon has increasingly edged into groceries and other household goods, and earlier this year Amazon really laid down the gauntlet to brick-and-mortar rivals such as Walmart when it announced it was buying supermarket chain Whole Foods in a $13.7 billion deal.

Walmart, for its part, has been investing heavily in bolstering its e-commerce credentials too, and acquisitions are playing a key part of its strategy — last August, Walmart confirmed it was buying online retailer for $3 billion in cash. In the intervening months, Walmart has snapped up online clothing retailer Shoebuy for $70 million; active outdoor retailer Moosejaw for $51 million; and mens clothing brand Bonobos for $310 million.

Parcel launched initially in New York back in 2014, it hasn’t expanded into other markets yet, and it had only raised around $2 million in seed funding — so Walmart is unlikely to have paid crazy money for the startup. Indeed, Walmart did state that the acquisition price was “smaller than previous acquisitions we’ve made this year,” which suggests it was less than $50 million, and in reality it was likely significantly less than that figure.

In terms of what Walmart has in store for Parcel, well, it probably won’t surprise you to learn that it plans to use Parcel’s platform for last-mile deliveries in New York City, covering “general merchandise” as well as “fresh and frozen groceries” from both Walmart and Jet.

However, Walmart is seemingly keen to continue serving Parcel’s existing clients as well. “Parcel has partnerships with several meal kit, grocery and e-commerce companies, and has delivered more than 1 million meals in the past two years,” Walmart said in a blog post. “So our immediate plan is for Parcel to continue serving its existing clients and growing its customer base.”

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(Author : Sarah Perez )
Walmart announced today it will begin testing a new service that will allow customers with August smart home devices, like the August doorbell and security cameras, to have their packages delivered inside their home instead of left on the doorstep.

Walmart partners with smart lock maker August to test in-home delivery of packages and groceries

This test will also include online grocery orders, which won’t just be placed inside the house like the packages, but will be put away in the fridge and freezer, when appropriate. The retailer says it will soon start this test in the Silicon Valley area with select customers who have opted into to try the new service. The customers will utilize an August smart lock to allow delivery drivers a one-time entry into their home. By using these smart home devices, the customer can see the entire delivery process from start to end, beginning with a notification sent to their mobile device.

The deliveries themselves are being handled by Deliv – a service that Walmart-owned Sam’s Club began testing last year for last mile deliveries in Miami. The Deliv driver will use a one-time passcode to enter the customer’s home with the package or grocery order, then put the cold and frozen groceries away, if need be.

While August is the first smart home partner that Walmart is working with on this effort, presumably, if the tests were successful, Walmart would add other smart home device makers to the list of supported device in the future.

The company didn’t say what this new service would cost, instead noting that pricing is something that the experiment will focus on. In other words, Walmart will try to determine what price a customer is willing to pay for this added convenience.

This is the first time that Walmart had trialed a service where delivery personnel would directly enter a customer’s home, but its subsidiary recently struck a deal with smart access provider Latch to improve deliveries in urban markets. In that case, however, residents living in 1,000 apartment buildings were receiving a free Latch system for the exterior door of their building, which would allow them to securely allow access to delivery personnel. With the August partnership, Walmart customers both inside and outside cities could take advantage of the service, if they were also August device owners.

“We’re excited to be running this test in Silicon Valley with a handful of August Home customers, all of whom have opted-in to participate in testing this new concept,” said Sloan Eddleston, Vice President, Walmart eCommerce Strategy & Business Operations, in Walmart’s announcement. “And we want to do more in the future by delivering groceries and other orders in whatever location works best for our customers – inside the house for some and in the fridge/freezer in the garage for others,” Eddleston added.

The effort is one of many e-commerce innovations the retailer has developed as it continues to battle with Amazon.

In recent months, Walmart has also introduced a membership-free, 2-day shipping program; a pickup discount for those who ship-to-store; curbside grocery pickup and, in some places, delivery through a partnership with Uber. It has been testing other initiatives, too, like using Walmart store staff to drop off customers’ online orders while on their way home. Walmart didn’t say how long it will run this latest test, or if it plans to expand it in the future to more cities.

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(Author :  Marianne Wilson)
Walmart is determined not to cede any ground to Amazon.

Walmart in deal with Google to offer voice-activated shopping

In a partnership that takes direct aim at the online giant and its Alexa voice-controlled device, Walmart is teaming up with Google to offer hundreds of thousands of items available for voice shopping via Google Assistant, the search giant’s online shopping platform that lives on its smart speaker Google Home and other smart devices. It will be the largest number of items currently offered by a retailer through the platform, according to Walmart. The service is another bulwark in the defenses Walmart is building up against its biggest rival. It will be available in late September.

The deal with Walmart is Google’s largest retail partnership to date. While other retailers, including Target, Kohl’s and Ulta, sell on Google Express, no other company currently offers the depth of products Walmart will be offering. In related news, Google Express said it will now offer free delivery across its retailers as long as the order is above each store’s minimum threshold.

“When it comes to voice shopping, we want to make it as easy as possible for our customers,” said Marc Lore, president and CEO, Walmart U.S. eCommerce. “That’s why it makes sense for us to team up with Google. They’ve made significant investments in natural language processing and artificial intelligence to deliver a powerful voice shopping experience. We know this means being compared side-by-side with other retailers, and we think that’s the way it should be. An open and transparent shopping universe is good for customers.”

In another key distinction from the other retailers that sell via Google Express, Walmart will allow shoppers to link up a pre-existing user account with Google Express on the back-end. The discounter will integrating its Easy Reorder feature, which has data on customers’ store and online purchases, into Google Express. Shoppers who want to reorder their favorites can link their Walmart account to Google Express.

“This will enable us to deliver highly personalized shopping recommendations based on customers’ previous purchases, including those made in Walmart stores and on,” Lore said. Lore said that Walmart will roll out increased voice shopping capabilities in 2018.

“Next year, we will also leverage our 4,700 U.S. stores and our fulfillment network to create customer experiences that don’t currently exist within voice shopping anywhere else, including choosing to pick up an order in store (often for a discount) or using voice shopping to purchase fresh groceries across the country,” he said.

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(Author : Deena M. Amato-McCoy)
A discount giant is helping more shoppers skip the checkout line. Walmart is expanding the deployment of its Scan & Go mobile app, which is being tested in approximately 12 stores across Northwest Arkansas, Florida, Texas and Georgia. 

Walmart deploying tech that lets in-store shoppers check out — on their own

The chain is now rolling out the app for use in at least 10 additional locations in the Dallas-Fort Worth and Nashville markets. The stores will offer the solution by the end of the month, said Walmart spokesman Justin Rushing in an interview with Chain Store Age.

“A lot goes into the market selection, including both the commerce and customer density that make up each area,” he told Chain Store Age. “These are diverse markets to test new ideas. Our initial findings will determine how we will expand the program further.”

The free app allows members to scan merchandise bar codes as they move throughout store aisles and add merchandise to their shopping carts. The app also keeps a running total and itemized list of merchandise and prices, and lets shoppers checkout directly through their smartphone. In addition to internal metrics, Walmart will also rely on customer feedback to learn from the test.

“This is not the complete solution, it is only a part of multichannel process in the front end that will ultimately help customers shop the way they want to,” Rushing said.

“By listening to customers, we will be able to find what they want in terms of speed and convenience, and in the end provide a faster shopping experience,” he added. “By testing different things, we can determine the future of Scan & Go. Knowing this is our entry into Scan & Go, we want to make sure we get it just right before moving on across the chain.”

Walmart has also redesigned the participating stores’ front ends to be an “express bullpen area” where shoppers can show their order barcode to an associate before leaving. Once scanned, they are approved to pay for goods through the app.

“They also use this area to bag groceries, and complete confirmations of fresh groceries,” Rushing said.

For example, throughout their shopping trip, customers can weigh their fresh merchandise on scales located across the store. They type in the variety of produce into the app, along with its weight. The app serves up a price that is confirmed at the checkout bullpen.

While Rushing didn’t share further expansion plans, he did say the company is committed to the technology. “We do not yet have any plans to expand beyond where we are going this month,” he said. “For now, we are focused on getting the new technology more saturated in these two markets, and then will drive the experience so our customers can tell us what working best.”

Scan & Go is an example of how Walmart is testing new solutions to streamline its customer experiences. The program comes on the heels of Sam’s Club’s chainwide rollout of the technology last fall. Upon launch-ing the technology, 10% of total sales were filtering through the Scan & Go program, and there was a 10% spending increase among app shoppers compared to those who don’t use it.

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(Auteur : Sharon Camara)
Les héritiers du supermarché américain Walmart, via leur société d’investissement RZC Investments, sont devenus acteurs majoritaires de la célèbre marque de vêtements et accessoires de cyclisme Rapha.

Walmart acquiert Rapha, la marque de vêtement de cyclisme

Rapha, marque de vêtements de cyclisme, basée à Londres, accueille un nouvel acquéreur. Pour un montant de 200 millions de livres sterling, la célèbre enseigne américaine Walmart prend les rennes de la société. Les américains fourniront des capitaux à long terme dans l’objectif d’aider l’entreprise à se développer, surtout à l’international. La marque Rapha pourra ainsi étendre son influence à l’échelle mondiale et surtout renforcer sa position de leader dans le secteur du cyclisme.

Une ambition confirmé par Steuart Walton, l’un des héritiers de Walmart qui a exposé dans un communiqué, sa vision de l’entreprise : “Rapha représente le meilleur du monde du cyclisme”, a-t-il admis. “Nous sommes ravis de faire partie de ce prochain chapitre en amenant le meilleur sport au monde à plus de personnes dans plusieurs domaines et endroits”.

Un secteur en plein essor depuis une décennie
Fondé en 2004 par Simon Mottram, l’actuel directeur général, la marque Rapha propose des vêtements et des accessoires de cyclisme, haut de gamme. Des articles, de première qualité, dont les prix varient entre 70 dollars pour un T-shirt à manches longues et environ 200 dollars pour des gants ou un jersey.

Longtemps resté dans l’ombre, le cyclisme a connu une hausse de popularité au cours de la dernière décennie. Le secteur vaut actuellement 47 milliards de dollars dans le monde. La société Rapha surfe sur ce succès et est en plein essor. Ses ventes, qui ont atteint 80 millions de dollars en janvier 2017, ont augmenté de plus de 30 pour cent par année pendant 11 années consécutives. Rapha compte plus de 200 000 clients actifs et 450 employés actuellement.

En plus des vêtements, la marque propose des activités annexes telles que les «clubhouses» qui sont des lieux de rencontres où les clients peuvent regarder des courses de vélo sur des écrans de télévisions et profiter de bars proposant cafés et snacks. La marque a également mis en place un club international de cyclisme qui compte plus de 9 000 membres. Les frais d’adhésion annuelle y sont de 229 dollars. En plus de Walmart, d’autres grand groupes tels que LVMH ou encore les italien de Private Equity Investindustrial auraient souhaité investir dans la société Rapha.

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(Auteur : Louise Millon)
Alors que la grande distribution doit faire face à de plus en plus de concurrents d’un nouveau genre -principalement l’inénarrable Amazon- depuis quelques années, chacun essaye de se renouveler pour ne pas se laisser happer par ce phénomène d’ubérisation.

Walmart va utiliser la reconnaissance faciale pour savoir si les clients sont satisfaits

Pour cela, Walmart a pris le tournant de la transformation digitale, à l’exemple du rachat à 3 milliards de dollars de en 2016. L’entreprise continue en se lançant dans le développement d’une technologie de reconnaissance faciale.

C’est le Wall Street Journal qui a révélé le contenu d’un brevet déposé par le distributeur Walmart. La technologie va utiliser les caméras vidéos des différents magasins afin d’identifier le degré d’insatisfaction du client en fonction de ses expressions faciales et de ses mouvements. Si la technologie repère un client insatisfait, les employés recevront une notification afin de pouvoir réagir lors du passage en caisse du client. L’objectif est de répondre plus efficacement aux problématiques du service client, car ce dernier ira facilement faire ses courses ailleurs plutôt que de prendre le temps de signaler ce qui ne va pas. À ce sujet, il est précisé sur le dépôt de brevet que « il est plus facile de conserver les clients existants que d’acquérir de nouveaux par la publicité. » Un adage bien connu de tous.

Cependant, l’entreprise ne fera pas que répondre directement à l’insatisfaction des clients, mais utilisera aussi les données pour analyser les tendances du comportement d’achat des consommateurs. Selon Business Insider, Walmart va en plus observer les « données biométriques » de ses clients en plus de combien ils dépensent et ce qu’ils achètent. L’entreprise utilisera ces données pour détecter les changements d’habitudes et les baisses de dépenses d’un consommateur, des données pouvant toutes deux être liées à l’insatisfaction.

La reconnaissance faciale n’est-elle pas une méthode un peu trop intrusive qui risquerait justement de faire fuir des consommateurs déjà fidélisés chez la concurrence ?

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(Author : Marianne Wilson)
Walmart continues to explore new ways to make it easier for customers to pick up goods purchased online. 

Walmart installing automated vending machines for online order pickup

The discounter is expanding its deployment of a giant self-service kiosk, which it calls a Pickup Tower, that spits out online orders to users of Walmart’s buy-online-pickup-in-store service. Walmart debuted the technology last fall, in a store in Bentonville, Ark., close its headquarters.

“Much like a high-tech vending machine for your online orders, this feature…allows you to pick up items in less than a minute by scanning a barcode sent to your smartphone,” stated Mark Ibbotson, executive VP of central operations, Walmart U.S., in a blog on the company’s website. “The pilot phase has been so successful we’re expanding it to other locations across the country.”

Walmart is also testing a self-service kiosk for pickup of groceries ordered online. The retailer installed a 20-ft.-by-80-ft. kiosk, or small building, in the parking lot of its supercenter in Warr Acres, Oklahoma. According to a report by Mashable, the kiosk has refrigerators and freezers to keep the groceries fresh. Customers type in a code at the kiosk and their groceries appear within a minute. The service is only available to customers who spend at least $30 per order. 

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(Author : Deena M. Amato-McCoy)
While Amazon expands its physical presence, Walmart Canada is taking its own swipe at the online giant — by moving in on its turf. 

Walmart Canada’s digital channel takes on Amazon

Eager to retain shoppers — and attract new ones — Walmart Canada is bolstering its online services. First, the retailing giant will spend the next two months expanding the product assortment available on its website by opening it up to third-party marketplace sellers. Creating what it calls an “endless aisle” concept, the retailer is giving shoppers access to more merchandise from outside brands and small businesses, according to the Financial Post.

In the report, Walmart Canada CEO Lee Tappenden said, “We will double the SKUs we have online at the launch date, and by early next year we will have millions of SKUs online.”

The retailer is supplementing this service by launching a “click-and-collect” program that will enable shoppers to pick up their online purchases at one of 100 dedicated Walmart Canada locations. The retailer plans to roll out the service to all 410 stores by Christmas, according to Global News. Both services are in retaliation to Amazon’s aggressive moves to become an offline player. And the online giant’s efforts are across the board.

The company giant launched Amazon Go last year, a checkout-free convenience store, as well as two AmazonFresh Pickup grocery stores in Seattle. It also continues to bolster its Amazon Books division, which currently features six locations, and has plans to open additional locations this year. Amazon’s biggest blow however, was its announcement to purchase Whole Foods Market for $13.7 billion. Besides extending its physical store footprint even further, this move also muscles in on Walmart’s grocery business. In fact, the category accounts for about half of the chain’s approximately $25.5 billion in annual sales in Canada, Financial Post reported.

Despite Amazon’s gains, Walmart continues to fight back. Its strategy: to continue bolstering online offerings. For example, the retailer acquired in September, followed by Shoebuy in December. In February, it acquired outdoor apparel retailer Moosejaw, followed by ModCloth in March. Earlier in June, the chain announced it would purchase Bonobos for $310 million in cash.

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