Walmart Counters Amazon’s eCommerce Lead With Omnichannel Tech

PYMNTS.com February 2, 2024

As Walmart looks to shrink Amazon’s growing lead in consumer retail spending, the mega-retailer is turning to new technologies to merge the digital and physical shopping journeys to provide a more frictionless customer experience.

This week, the chain kicked off a range of technology efforts that bring digital convenience into the brick-and-mortar experience and bring in-person-like immersion to eCommerce platforms. For instance, the retailer has begun testing digital labels that light up to help shoppers navigate their way through its vast stores, according to a recent report. By activating these labels through an app, customers can easily locate the products they are looking for.

These digital labels are already being used by Walmart workers in some locations, flashing green...

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