New design aims to support an omnichannel experience
BENTONVILLE, Ark. — Walmart has reimagined its Supercenter format to make it easier to navigate and more consistent with its omnichannel strategy.
“We’re always listening to our customers and innovating our in-store, online and mobile experiences to meet and exceed their expectations,” Walmart executive vice president and chief customer officer Janey Whiteside explained in a blog post on Wednesday. “We want their time with us to be enjoyable, and we’re working hard to create ways for them easily toggle between shopping channels – or use them together.
Whiteside noted that Walmart has tested the new concept in a few stores and is pleased with the initial responses from customers and associates.
“We’ll be rolling it out to more stores this fall and will continue to get customer and associate feedback and evolve the design accordingly,” Whiteside said. “By the end of this fiscal year, the experience will be in nearly 200 Supercenters as well as in select Health Centers and Neighborhood Markets, reaching close to 1,000 stores by next fiscal year.”
The updated concept features a sleek design aesthetic, a layout that spotlights products, and end-to-end digital navigation that aims to help customers more easily find what they are looking for.
New design features include updated Walmart signage on the exterior and interior of stores that mirror the icon for the Walmart app, a move designed to emphasize the omnichannel shopping experience the retailer is offering. Inside the store, customers are greeted with clean, colorful iconography and a store directory that encourages them to download and use the Walmart app while they shop.
Bold signage throughout the store direct customers to specific departments, and aisles are marked with letter and number combinations that help app-wielding shoppers home in on the exact products they are looking for.
“We were inspired by airport wayfinding systems as best-in-class examples of how to direct large groups of people,” Whiteside said. “We developed simple yet thoughtful designs to replicate these navigation efficiencies, which will help us move customers through the store more quickly. We also optimized product layout, bringing greater visibility to key items throughout the store, including dedicated in-store sections for electronics, toys, baby products and more.”
The redesigned stores will include self-checkout kiosks as well as contactless payment solutions, including Walmart Pay, to limit contact between associates and customers. Select locations will also have Scan & Go to help customers manage their checkout directly.