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Agencies / La Voz de Michoacán
Mexico City. With 2,400 stores across the country, Walmart promotes an online strategy that positions it as the number one retailer in all channels.
Ignacio Caride, head of eCommerce activities at Walmart Mexico, said that despite the company's positioning and good numbers, it is necessary to update the models to continue on the market.
He explained that their advantage is that they do not have to invest in storage space because all the products are available in their outlets, which will sometimes be modified to offer experiences such as the customer recovering his order on the parking lot.
Another of the new models tested is the provision of Internet in stores; first, activate a smart kiosk from which it is possible to assemble a complete order or request products that are not available in this branch; and also because they detected that providing free Wi-Fi access to customers to compare prices was a competitive advantage. "In Mexico, there is a large population group whose only contact with the Internet is the cell phone, providing free Wi-Fi in stores receiving 5 million people a day in the country will allow us to serve every customer."
According to Caride, the intention is that customers do not just make the super-computer online, but also encourage them to buy more products.
In this sense, the online system of the company has the ability to learn the habits of users. So, for example, if the customer is still buying milk and does not add it when ordering, suggests this article. In addition, Caride said that they were working on consumer identification, both in the physical store and online. "Through the application or at the time of payment, with your card or membership, you can find out who the customer is to offer you the best experience."
To increase their number of online users, in larger cities like Mexico City, they will have differentiated options, such as delivery in one hour, according to them, 80% of the population is only one person. At 10 minutes from the chain supermarkets. "We have the largest and cheapest logistics infrastructure in the country, and thousands of trucks visit our stores every day, which translates into price and service. not build infrastructure Walmart stores, "said the manager.
The company has detected that the average online ticket exceeds 500 pesos for the shipment to be free. However, they found that people are willing to pay the shipping costs if they solve a problem and the service is good.
Regarding future purchase models, such as smart refrigerators that can detect what's in the pantry and ask for (or recommend) missing products, Caride said, "We love these new technologies, but they are worth a fortune, for us, it makes sense to connect when the installed base is important, since we are a company that keeps costs low to offer low prices, but we are open to what we have. " .
Finally, the Walmart executive said, "As the largest retailer in Mexico, it is very difficult for us to build the entire e-commerce experience around what already exists."
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