1) Walmart is launching a new "Stay Fit" initiative to encourage customers to be more active while shopping through interactive shopping carts that track calories burned and provide healthy shopping routes and rewards. 2) The carts will provide customers with a personalized shopping path and notifications about healthy items, track calories burned, and reward customers with points for physical activity that can be redeemed for discounts. 3) The program aims to benefit both customers by promoting healthy behaviors and Walmart by increasing sales and creating a healthier brand image through keeping customers in stores longer.

1. Running Errands!
Reshaping Americans While They Shop
Brandon Washington, Lucy Knops, Jung Soo Park

3. Americans spend more than 100 hours a year stuck in traffic.

4. The most frequent destination typed into GPS is Walmart.

5. Obesity in the US

6. Walmart Locations

7. Obesity in the US

8. 90 percent of all Americans live within 15 miles of a Walmart.
!
1 Walmart / 100,000 residents = 2.4 % increase in obesity rate.

9. Centers for Disease Control recommends at least
150 minutes a week of moderate aerobic activity
or 75 minutes a week of vigorous aerobic activity.

14. Our Intervention:

17. 3 Key Features:

18. Burn + Earn Cart

19. Burn + Earn Cart

21. Burn + Earn Membership Card

22. Stay Fit Fitness Installations

23. 3 User Journeys!
!
Charles
Rachel
Betty

24. Charles, 51
Charles is recently divorced. He is 51 and lives in
a suburb of Atlanta. He is running all of his errands
and doing all of his grocery shopping on his own
for the first time in years. He moved out of his
house into a condo that he is settling into and
decorating. He is trying to keep himself busy and
get out into the dating game. He is not in the best
shape of his life but wants to slim down to attract
the ladies.

25. Charles sees Walmart’s new Stay Fit initiative in his weekly mailer.
It contains an Earn + Burn card and a coupon for the new Stay Fit juice bar.

26. Charles checks his refrigerator and sees that it is nearly empty.

27. Puts on his sneakers to go run some errands.

28. He drives over to Walmart to do his shopping.

29. In the parking lot Charles notices Walmart’s new Stay Fit shopping carts.

30. "Workout while you shop?"

31. Charles taps in his new Burn + Earn card and answers a few simple questions.
A Burn and Earn shopping path is laid out for him.

32. Charles walks his way through the aisles
while the calorie counter tracks his progress.

33. Charles receives a ping from his cart notifying him of a healthy item featured just for him.

34. He checks out the labeled item from the shelf.

35. Another shopper comments on how much she loves whole wheat pasta.
Charles admits that he isn’t much of a cook.
She offers to give him some tips and he invites her for a post shopping smoothie.

36. Charles checks out.
"You burned and earned 218 bonus points"

37. Charles meets up for his smoothie date at the new Stay Fit juice bar.

38. Rachel, 18
Rachel is a freshman in college. She is living away
from home for the first time. She lives in a small
college town in West Virginia. There are not many
places to hangout in town, so often Rachel and her
friends head to Walmart to get away from the dorms.
She’s not 21 yet and they can’t go out to bars so
they spend a lot of time at Walmart. She was an
athlete in high school but isn’t playing sports at
college. She is trying hard to avoid the ‘freshman
fifteen,’ but the gym at school is always packed.

39. Rachel and her friends are bored on a Wednesday night.
“Let’s see what’s going on at Walmart.”

40. “Workout while you shop?”

41. “No thanks.”
The girls giggle and walk off.

42. They walk around the store, still bored.

43. They notice the Walmart Stay Fit instillation.
The instillation instructs them on some exercises they can do
with the new Burn and Earn carts.

44. The instillation instructs them on some exercises they can do
with the new Burn and Earn carts.

45. They check out the interface of the new carts and see that they
can earn points by walking.

46. They set out on different journeys provided from the Burn and Earn cart,
competing to burn the most calories.

47. “Wow, how did we buy all of this stuff?”

48. Betty, 75
Betty is a 75 year old widow. She lives in an
assisted living community in Norfolk, Virginia. She
is social by nature and enjoys the group activities
hosted in her community. Betty is not one to sit
around doing nothing so she insists on running all
of her own errands. She travels to Walmart weekly
to pick up her prescriptions and complete the rest
of her shopping.

49. Betty is waiting for her prescriptions to be filled at the pharmacy.

50. Her pharmacist points out a notice on her prescription bag about a new ping feature on the carts.

51. “Thank you, maybe I’ll try this next time.”

52. Betty is sitting while waiting for her prescription again.

53. A friend drops off a prescription, notices Betty, and invites her
to walk around the store with the new carts. The pharmacist encourages Betty to go, points out the health
benefits and reminds her that she can just ping her when her prescription is ready.

54. The pharmacist gives Betty her new Burn and Earn card.

55. Betty walks through the store with her friend,
receiving encouraging information from the cart.

56. Betty’s prescription is ready.

57. “I think I’ll walk a few more aisles with you.”

58. “Betty you burned 250 calories! And you earned 100 discount points.”
This is music to Betty’s ears because she loves a discount.

59. Benefits of

60. Benefits for Shoppers
•
Shoppers are able to
Benefits for Walmart
•
By creating a valuable
visualize the invisible and
discover how many calories
in store longer, shoppers will
they are burning when they
spend more increasing
shop.
•
reason for shoppers to stay
Walmart’s sales figures.
They are provided with
•
The Stay Fit campaign
valuable health information
creates a healthier image of
that they can apply beyond
Walmart.
the aisles of Walmart.
•
They are given healthier food
options while shopping.
•
They are rewarded with
discounts on healthy food
options.

61. Next Steps:

62. Ecosystem
•
Initially this intervention is
Pilot Considerations
•
To Integrate the cart interface
Bottom Line
•
Weekly, Walmart serves more
released as a expansion to
with other digital initiatives
than 100 million people in the
the Walmart’s Great for You
within Walmart.
US and over 245 million
worldwide.
campaign.
•
Walmart is bigger than Home
•
to burn over 200 million
Depot, Kroger, Target,
calories per hour at Walmart
Costco, and K-Mart
with the Burn and Earn carts.
combined so there is huge
potential for Burn and Earn
carts to spread throughout
the big box market.
There is potential for America
•
Burn and Earn is beneficial
to both Walmart and the
consumer.

63. Thank you