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Walmart has been quietly developing a paid membership program called Walmart+ to counter rival Amazon’s hugely successful Prime customer benefits offering.
Walmart’s biggest struggle against Amazon is exactly what you’d expect: online sales. According to Recode, Amazon accounts for about 40 percent of all online retail sales in the U.S.; Walmart, despite being second on the list, only makes up about 5 percent. Part of the problem is Amazon’s Prime subscription service which has created incredible consumer loyalty—something Walmart has attempted to replicate without much success. But now, the mostly-brick-and-mortar retailer is reportedly ready to take a step forward with a new program called Walmart+ possibly getting introduced as soon as next month. A successful subscription service could certainly help those numbers to continue to trend in the right direction.