Heard on the Street: Improving the Walmart+ experience may be one reason to postpone a membership-marketing push
Retailer’s pass on competing with Amazon’s Prime Day signals a slow and steady approach toward its own membership program
The line between Amazon and Walmart is becoming increasingly blurred, as the two companies seek to maintain their slice of the estimated $5 trillion retail market while chipping away at the other’s share, often by borrowing the other’s ideas. Photos: Amazon/WalmartIf Walmart still wants to compete with Amazon ’s Prime membership program, it isn’t exactly showing its best game face. But there could be a strategic rationale for its shyness.
Walmart, which last year held a “Deals for Days” promotion to coincide with Amazon’s Prime Day, won’t be holding any competing event when Prime Day begins today. That is despite the fact that piggybacking off Prime Day has a clear halo effect. In June 2021, when Prime Day and Walmart’s “Deals for Days” event occurred, Walmart’s web traffic surged 11% from the month prior, according to data from Similarweb, beating Amazon’s 7.5% bump over the same period.
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