Wal-Mart offers lower prices to online customers
Walmart.com is offering lower prices on many items, compared to prices on the same items in physical Walmart stores, and is increasingly using data for dynamic pricing.
Wal-Mart’s brick-and-mortar physical stores often won’t match its own online prices, although customers can order an item online — even when standing inside a Walmart store — and opt for in-store pickup.
While the retailer appears to be keeping its pricing policies separate, it is integrating its fulfillment, with 20% of Walmart.com orders now picked up at area stores.
It’s been difficult to get a Wal-Mart store to match online prices for a while now, including its own online prices.
But things are getting a little weird now that ship-from-store is increasingly a focus of Wal-Mart’s e-commerce/omnichannel strategy. It means that customers who want to obtain the cheaper-online item must access Walmart.com and opt to “pick-up in store” when they’re already there. That's not exactly a smooth customer service design.
Follow Daphne Howland on Twitter