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Transforming the Walmart Customer Experience

Every 10 years, Walmart conducts a strategic assessment to create a vision for the next decade. I was selected to be on the Publicis DeptW team – a group of our senior strategy leadership, top retail marketing, and commerce experience talent. Together we helped C-level leadership form a customer-obsessed strategy.

My Role: Creative Direction & Customer Experience Strategy
My Team: Jason "Retail Geek" Goldberg, Jason Rzutkiewicz, Max Shapiro, Todd Cherkasky, Zack Webb, Karen Kraut, Ann Kauth, Roald Van Wyk, Anika ChadhaCarl Schwab, Rachel ThauRich Lo

 
 

 
 
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Shopping Has Changed

From May to June 2017, we went on the road and got to know Walmart shoppers all across America. We discovered that the propagation of digital shopping tools has increased access to choice and the results are increasingly complex shopping patterns.

 

 
 

Amazon vs. Brick & Mortar

With a market value larger than most leading traditional retailers put together, Amazon and Bezos are Walmart's biggest threat.

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THREE THINGS

Walmart isn't the favorite anymore. Increasingly they're commoditized as Amazon wins hearts and minds.

The retail consideration set has expanded as technology provides instant access to an ecosystem of choice. 

Busy families have become reliant on digital tools that help them maximize quality, efficiency, and control.

 

 
 

Omni-channel Transformation

Based on inputs across qualitative and quantitative customer research, culture, and competition, we created a set of customer experience requirements and painted a vision for their future customer experience.

 
 

What would a platform for better living look like for Walmart customers?

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ON-DEMAND SHOPPING

Families, pressed for time, look to digital tools and convenient services to help manage their lives. This platform provides personalized access to the entire Walmart ecosystem.

 
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Smart lists for the whole family

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From smart lists to mixed carts

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Personal shopping in the digital age

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Instant delivery from store to door in 1-2 hours

 
 

 
 

CURBSIDE CONVENIENCE

Integrate Walmart into daily life as a tool for getting the family through the week, to deepen engagement and deliver value beyond product purchases.

 
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Concierge service at your fingertips

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Much more than groceries

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Connect with the experts

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Fresh, healthy, convenient meals

 
 

 
 

PROACTIVE ADVICE & GUIDANCE

Get automated (AI) and human-generated omni-channel advice and guidance from Walmart to find the best options to suit your individual needs.

 
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Concierge service at your fingertips

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Smart kiosks inform beyond the box

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Guided in-store navigation to your items

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Connected checkout rewards the power-saver

 
 

 
 

COMMUNITY CONNECTOR

Leverage Walmart’s resources to celebrate the unique culture of that community, it's local vendors, and connect customers in-store and beyond to serve their needs throughout the product purchase journey.

 
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Celebrate local culture and resources

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Connect customers to community resources

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Curated offerings of local products and specialties

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Employees as trusted guides

 

 

8 months later...

Walmart announces the beginning of what will be many new changes to their customer shopping experience.

Introducing the New Walmart.com →

 

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  • Adding more local and personalized elements

  • Showcasing top-selling items in a customer’s location

  • Featuring of customer’s local store profile

  • Enabling "Easy Reorder" functionality for repurchase of items bought most frequently in stores and online

  • Introducing specialty shopping experiences: quick re-buy, inspired browsing, and private label destinations

 

 

"The customer is at the core of everything we do, so it won’t surprise you to hear that our customers helped us make these changes."

— Marc Lore, President and CEO of Walmart U.S. eCommerce