This presentation explores the Omni Channel Strategies for Walmart. In this era a lot of companies are looking to expand their presence in Omni channel world and how can a big company venture out to this space is what we would discover

1. Omni-Channel Initiatives
For Groceries
By- Utsav Parashar
Product Management Leader
www.linkedin.com/in/parasharutsav

2. Omni-channel Vision & Mission
“To help the customer save money by providing easy & omni-channel
access to low cost Groceries”

3. Omni-channel Strategy
“Use digital channels to help Customers get convenience while saving
money and also help the business to increase LTV in a scalable,
predictable manner”

4. Competitive Landscape
Revenue No. of Employees Started Ecommerce Retail
Contribution
Walmart 524 Billion USD 2.2 million 1962 11%
Amazon 281 Billion USD 1.1 million 1994 90%

5. Assumptions made
1. Walmart has already implemented a few Omni-channel use-cases
e.g. In store pick up
2. Walmart continues to target price sensitive customers
3. However, ‘online customers’ demographics/behavior is bit different
as compared to in-store customers
4. We are targeting American ‘online customers’ as a scope of this
presentation i.e. BOPIS (buy online/pickup in store) use cases
5. Problem/Solution needs to be validated using extensive user-
study, MVP experiments etc.

6. Digital Customer Persona
“Saving time is as important for me as saving money”
“I prefer Walmart since I get everything at one place”

7. Digital Customer Persona
Demographics 23- 38 years, married or partnered with kids
Buying Power Medium-to-high household incomes
Motivations Discounted prices and the promise of a good deal
Habits Convenience of BOPIS (buy online/pickup in store)

8. Gap Analysis – Pain Points (basis User
Research)
OMNI-CHANNEL GROCERY SHOPPING
Stage 1 Stage 2 Stage 3 Stage 4 Stage 5
Discovery Consideration Decision Delivery and Use
Loyalty &
Advocacy
Customer
Pain Point
Its a hassle to
download a new app
and then order my
products
I feel annoyed
browsing through
large catalogue of
products
I am not able to find
the suitable time
slot
I reach the store
and find that my
favorite product is
out of stock
Have to find the
same products
every-time I want to
order
Business
Objective
Awareness Trials Transactions
Ease of grocery
pick up
Repeat purchase
Key Metric #First Orders #First Orders #Orders
Avg wait time for
pick ups
NPS

9. Gap Analysis – Pain Points Priority
OMNI-CHANNEL GROCERY SHOPPING
Stage 1 Stage 2 Stage 3 Stage 4 Stage 5
Discovery Consideration Decision Delivery and Use
Loyalty &
Advocacy
Customer
Pain Point
Its a hassle to
download a new app
and then order my
products
I feel annoyed
browsing through
large catalogue of
products
I am not able to find
the suitable time
slot
I reach the store
and find that my
favorite product is
out of stock
Have to find the
same products
every-time I want to
order, launch app
Business
Objective
Awareness Trials Transactions
Ease of grocery
pick up
Repeat purchase
Key Metric #First Orders #First Orders #Orders
Avg wait time for
pick ups
NPS
Reach of
Pain Point
High High Low Low Very High
Severity of
Pain Point
Medium High Medium Low Very High
Frequency of
Pain Point
Low Medium Medium Low High
Priority 3 2 4 5 1

10. Broad options available
User Problem
It's annoying to search for the
same products everytime I
want to order
Possible
Solutions
Build tech that integrates
with the Customer’s
refrigerator to find what’s
missing/ about to finish
Provide any option in app to
shop from previously
ordered items
Voice-AI powered personal
assistant that helps in
Grocery purchase
Reach High High Very High
Impact High Medium Very Very High
Effort Very High Medium Very high
Priority Rank 3 2 1

11. Product Deep Dive
“Voice-AI powered personal assistant that helps in Grocery purchase”

12. Different features & its details
Functionality/Feature Key Metric
Implementation
Timeline
Part of MVP ?
Set reminders about Grocery purchase #Reminders set Short term Yes
Suggest items based on ML predictions
#Items purchased due to
suggestions
Short term Yes
Suggest alternatives to save cost #Alternatives selected Long term No
Provide info. on traffic, wealther and in-store
pickup wait time
Avg time from Order to Pickup Long term No
Provide a diet plan for weight loss, athletes etc. Avg weight lost in 3 months Long term No
Place an order
#Orders placed via Voice
assistant
Short term Yes
Voice recognition and processing
Avg #Commands repeated per
user
Short term Yes
Recognise a person based on voice #Voice profiles Short term No
Secure Payment integration #Payments made Short term No
Assist the customer in preparing food
Ask users to post it via Social
Media hash tags and count it
Long term No

13. Why it is so critical & urgent ?
Key findings of Capgemini study
• Conversational assistants are going mainstream
• Voice is fast becoming consumers’ preferred way to interact
• Many organizations are already driving significant benefits from
conversational assistants
• Less than 30% of companies show conversational interface maturity
Source: https://www.capgemini.com/wp-content/uploads/2019/09/Report-%E2%80%93-Conversational-Interfaces_Web-Final.pdf

14. Feature intro. for scrum team

15. New customer Onboarding for Scrum teams
• User Tutorial to give commands & listen to feedback
• User Voice recognition & profiling
• Know about FAQs and most common errors
• Placing a test order
• Data unification & sync (with other existing Walmart
systems)

16. Wal-buddy flowchart for scrum team
Yes

17. Risks & its Mitigation
Functionality Risks Risk Mitigation Plan
Set reminders about grocery
purchase
There might be multiple users who
have different reminders set. This
may create confusion.
Build voice profile for each user
and associate it with their names
Suggest items based on ML
predictions
Not enough data to be able to
accurately predict
Use data generated from Offline
store and Ecommerce sales to train
the model
Place an order Incorrect order is placed
Have a way to correct a mistake
E.g. Cancel an order
Voice recognition and processing
Users are not aware how to give
voice command
Wal-buddy must have onboarding
session to trail the users

18. Thank you..
any questions ?

19. Appendix

20. Competitive Landscape
Offline First
Online
First
Amazon Fresh/Go
Walmart
Target Corp
Instacart
The Kroger Co.
Sears

21. Customer Journey

22. Swot Analysis
STRENGTHS
1. Large size
2. Cost leadership
OPPORTUNITIES
1. Can leverage Digital channels to
maintain cost leadership
2. Can use its offline retail dominance to
win in online first world
WEAKNESS
1. Late entrant in Ecommerce space
2. Product might be perceived as low
quality
THREATS
1. Existing online first giants are venturing
into offline retail
2. Changing customer behavior might
make Walmart obsolete