![]() Together they can create personalized buying catalogs. No amount of voice activated artificial intelligence is going to create the breadth of products offered by. An online site based on a retail store's logistics engine, even as fine-tuned as Walmart's, will likely have limited brand choice. Related: 3 Eras in the Evolution of Brick-and-Mortar Retail to a Digital Future With a Happy EndingĪ's platform offers millions of products with dozens of brands in the same category. This drives a more limited in-store offering. Since it doesn't know you, it stocks based on historic point-of-sale data and demographic modeling. Today, Walmart can't track a family's buying habits as they change from newlyweds to empty nesters. Without the years of online buying data owned by, Walmart knows very little about any individual person's preferences because it doesn't have individual data and its site has not built a large audience. After years of investing in the Silicon Valley-based, it rarely has even half of Amazon's unique visitors (July 2017 Walmart had 83.6 million visitors to Amazon's estimated 160 million-plus) and the correlation of to in-store shopping is not validated at the individual shopper level. With 11,695 stores and clubs in 28 countries, Walmart knows how much soap, how many ears of corn and which color of bath towels are demanded by ZIP code but it doesn't know any individual's buying preferences. Related: Why Amazon's Acquisition of Whole Foods Is a Lesson in Committing to Employees It will create in-store buying recommendations and determine which products should be on your subscription service because Amazon knows you. With its recent purchase of Whole Foods, Amazon will likely create Wi-Fi enabled in-store shopping, tagging your online and in-store purchases. The engine only gets smarter the more you browse. It can predict family sizes, ages and buying needs. It can monitor your buying behavior over time. They want a gateway into your home and to be part of your buying dialog, starting with "Okay Google."Īmazon on the other hand, already knows you. They want to know your buying preferences as a person instead of as a buying group. The new partnership between Walmart, Google and now Target, is really about retailers finding a killer app to get to know consumers on a whole new level. The recent alliance between Walmart and Google, between old and new commerce, is not really about voice assisted shopping lists, re-ordering ketchup on demand or having groceries ready for in-store pick up.
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