Walmart launches 'Text to Shop', making shopping as easy as texting

After testing the feature last year in Silicon Valley's "Store No. 8" (a startup incubator created by Walmart in 2017 to provide personalized shopping experiences). Walmart launched its free Text to Store feature to the general public for iOS and Android users.

THE FACTS

• Specifically, the feature is linked to the user's Walmart account, the "Text to Store" feature knows the user's shopping habits.

• The customer simply texts the products they need and they are automatically added to the basket.

• Walmart then adds the product to the cart based on the user's shopping habits and previous purchases.

• After this step, the customer can check their basket via SMS or via the Walmart app to reorganise their basket: change products, change the quantity or remove products from the basket.

• As soon as the basket is validated, the customer pays for the order directly by SMS or via the Walmart app.

• Afterwards, the customer can schedule a time to pick up their order in shop (click and collect) or use home delivery.

CHALLENGES

• Providing a customer experience linked to the development of new technologies: Walmart has created the "Store n°8" project to test new innovations linked to the retail sector. It aims to stimulate and accelerate discussions on the implementation of technological solutions that are important for the customer experience, such as virtual reality, drone delivery and personal shopping.

• Simplifying customers' daily lives through data: Walmart wants to make everyday life easier by optimising the time spent shopping. Walmart tracks past purchases to predict shopping lists and customer habits. The "Text to Shop" feature offers a new experience to save time when shopping by simply sending text messages.

• Bringing conversational commerce to all customers: in 2018, Walmart tested JetBlack, a high-end concierge and text shopping experience (via SMS). The service combines artificial intelligence and human knowledge to provide a true 'personal shopper'. Walmart closed the service in 2020. This new "Text to Shop" feature builds on the experience gained with the JetBlack service to open it up to all its customers.

PUTTING IT INTO PERSPECTIVE

• After acquiring Jet in an attempt to change its positioning and brand image. Walmart has recently bought Modcloth (women's clothing) for an undisclosed amount, the shoe site Shoebuy for $70 million, Moosejaw (outdoor goods) for $51 million, Shoes.com (shoe e-tailer) for $9 million and is in the running to buy Bonobos (men's clothing). The strategy is clearly to diversify its customer base (CPS-) by acquiring attractive brands with a customer base distinct from that of Walmart (CSP+).

• Walmart has been experimenting with voice ordering for several years. In 2017, Walmart launched voice control via Google Home and Google Home Mini. In 2019, the retailer partnered directly with Google to extend the conversational commerce functionality to all Google-enabled devices (IPhone, Google Home, or an Android device)