Dive Brief:
- Wal-Mart is testing out its online grocery ordering service by offering new users in major markets $10 off their first orders.
- The company promoted the offer via e-mail in test markets such as San Jose, CA; Phoenix; Huntsville, AL; and Denver.
- While testing delivery in some markets, the Pickup Grocery service does not yet offer a delivery component at every location.
Dive Insight:
The world’s largest retailer is encouraging customers to adopt its online grocery Pickup Grocery service in markets including San Jose, CA; Phoenix, Huntsville, AL; and Denver, offering $10 off initial orders of $50 or more. Wal-Mart used e-mails to promote the offer in the initial test areas.
It is not clear what Wal-Mart plans to do with the results of its tests. The Pickup Grocery service does not yet offer a delivery option at every location, and the promo could be part of an effort to drive loyalty, according to sources. But as the grocery category increasingly becomes a must-have for many retailers, it seems like Wal-Mart is making steps to come out on top.