How to drive retail store traffic with personalization, loyalty strategies

JENNIFER SHERMAN | September 24, 2018

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The biggest brand in retail, Walmart, is continually announcing plans to further invest in technology to support buy online, pickup in-store, aka BOPIS signaling that omnichannel fulfillment is an essential offering for retailers.For example, Walmart's recent move to bring its gigantic automated pickup towers to 100 more locations after an initial pilot showed promising results. Shoppers scan a bar code stored on their phones at pickup tower kiosks to retrieve the items they ordered online, which are stored inside the machine.The tower deployment follows Walmart's decision last year to offer discounts on selected items ordered online and picked up in-store, further proof that the mega-retailer is willing to invest heavily to engage online/offline shoppers for omnichannel fulfillment. What's more, in addition to convenience-driven tools such as the pickup towers, Walmart is further prioritizing a customer-centric approach with the introduction of its recently created role, chief customer officer, which will be filled by former American Express executive Janey Whiteside. Whiteside will lead the chain's efforts to gain new shoppers and ensure e-commerce sales don't overpower the traffic volume in its physical stores.

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