Walmart Launches Holiday Apps

Walmart seems to be investing a great deal of time and money in mobile and digital media these days.

Last month they launched Facebook pages for their local stores through a social media app.

Now, just in time for holiday shopping, Walmart is launching new iPhone and iPad apps that link online and in-store shopping. They store is only one in a number of retailers that have realized the important role that mobile devices play in shopping and are trying to capitalize on it for the holiday season.

The updated iPhone app allows consumers to create shopping lists by using voice commands, typing or scanning bar codes. It will then incorporate coupons from Coupons.com into that list.

“Instead of going through you Sunday newspaper to clip coupons, we bring the coupons to you and match them for you,” said Gibu Thomas, Walmart’s senior VP-mobile and digital, to AdAge. “We want to make it as easy as possible for our customers to have the additional opportunities to save without them having to do the work,” something he hopes will increase coupon use.

Coupon integration isn’t the only new functionality in the iPhone app. It will also crosscheck your list against Walmart’s inventory to show where those items are available. 

In some test markets, the app will even help consumers find those items in specific stores by giving aisle locations. This should make shopping during holiday time, when many items disappear from the shelves, easier for customers.

In addition, the app has a budgeting tool that keeps tally all of the items added to the list and includes product reviews and information.

The iPad application is a touch-optimized version of Walmart.com that also includes a “Browse my Store” feature so that customers can check product availability in specific stores. It also allows shoppers to find products not carried in their local store and order it online instead.

Courtesy of Marketing Pilgrim

Mr. Thomas said to AdAge that he believes the real power in the new app comes from partnering the Walmart store system with the individual consumer’s list, and he believes that this will redefine the relationship between the customer and their use of a smartphone in the shopping process.

Other Retailers Follow Suit

According to a July 2011 report by the Pew Internet and American Life Project, 35% of U.S. adults own a smartphone. And according to a National Retail Federation/BIGresearch survey, half of those who own smartphones will use them during holiday shopping.

And although Nielson only estimates that 5% of Americans own tablets, a whopping 71% of tablet owners will use them to tackle holiday tasks.

So while the majority of American adults may not have mobile devices, for those that do they are an "indispensable tools," says Mike Gatti, executive director of the National Retail Federation's marketing division, who was interviewed by USA Today. "They allow you to shop wherever and whenever you want."

He estimates that half of retailers significantly invested in mobile-optimized websites and one in five created tablet apps to prepare for these mobile-friendly holiday shoppers.

The holiday season will be a good test to see how consumers use mobile technology in the real world when it comes to shopping.

Of course, the first challenge will be to get users to download and then keep the app.

"Adding and deleting an app is so easy," says Kevin Sterneckert, director of retail research at Gartner Group, to USA Today. Any app has to "do something extra to gain the attention of the consumer."

Here is a look at what some other retailers have developed for the holiday season:

·      JC Penny has introduced QR Santa Tags that allow shoppers to record a personalized voice message for gift recipients. Shoppers scan the tags, record their personal gift message, and attach the tag to the gift. The tags are free with purchase.

·      Toys "R" Us will allow shoppers with smartphones to purchase any their products by scanning the barcode with RedLaser (owned by eBay). The mobile app can process the full transaction as long as payment is made trough PayPal.

·      Sears and Kmart are trying out shopping walls in the hopes of encouraging shoppers to buy toys. The walls feature pictures of toys for sale from Sears and Kmart along with a QR  codes for each item. When a shopper scans the QR code, they can buy the item directly on their phone. Walls will be located at malls, bus shelters, subway stations, airports and movie theaters.