Wal-Mart Pumps Up Web Sales Experience

by Mark Friedman  on Monday, Mar. 19, 2012 12:00 am  

It overhauled its website in 2000, but by then Amazon.com was taking off and remains the online leader with $48.1 billion in revenue in 2011 — barely one-tenth of Wal-Mart’s total take, but an increase of more than 40 percent in a single year.

Wal-Mart treated its online version as “a little bit of a stepchild,” Craig Johnson, president of Customer Growth Partners LLC, a retail consultant in New Canaan, Conn., told Arkansas Business in December 2009.

But these days, the e-commerce and social media acquisitions that Wal-Mart made show it wants to improve the customer experience both online and in the stores, said Liz Miller, the vice president of marketing programs and operations for the CMO Council, a global network of more than 6,000 senior marketing executives headquartered in Palo Alto, Calif.

“I think that’s a huge plus, because for a long time, Wal-Mart had been criticized for not bringing itself into today’s consumer base,” she said. “And I think a lot of these moves really point to the fact that Wal-Mart really listened to that.”



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