Here's how Walmart's new site may revive its online sales (WMT)

pulse

April 18, 2018 4:21 PM

Walmart announced Tuesday that it's going to redesign its website to include more personalization and an upgraded design

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The new site will localize a customer's experience by displaying trending products and the services available in the customer's area, such as grocery delivery.
It will display new order features, including a section that provides order updates, as well as “Easy Reorder,” a feature similar to Amazon’s Dash Buttons that allows customers to easily order frequently bought items.
The site will also provide personalized recommendations based on shoppers' browsing and purchase histories.

Localizing web pages and personalizing order features may help Walmart increase sales and customer satisfaction. For instance, beauty retailer L‘Occitane reaped huge benefits from localization — it saw a 15% increase in mobile sales after it designed region-specific checkout pages, and a 10% increase in sales after implementing mobile advertisements that displayed locally trending items and promotions.

Meanwhile, frequent updates on order status are very important to customers, so adding a section dedicated to order status may increase customer satisfaction.

Personalized product recommendations may be the most critical aspect of Walmart’s site upgrade, as they've been proven to increase order values and repeat visits, and keep stores from losing customers to Amazon. If a brand doesn't recommend a customized list of products in marketing messages, 47% of consumers will move from the brand’s website to Amazon, according to a report from SmarterHQ. In a separate survey by Demandware, shoppers who clicked a recommendation during a visit had a 10% higher average order value, and 37% returned to the website, compared with the 19% who didn't click a recommendation.

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