FITCH: Walmart Swipe Up

FITCH Walmart

FITCH: Walmart Swipe Up

A mobile-first approach to improving in-store experience

When Walmart approached brand and retail consultancy FITCH, the brand was enjoying tremendous success with its ecommerce business. However, Walmart’s in-person shopping environment was often complex and inconsistent. The company’s innovation and operational excellence had failed to make its way in-store in ways that customers could easily appreciate.

FITCH set about evaluating the rising customer expectations and looked outside of Walmart’s category for inspiration to truly transform the in-store experience. With nearly 5,000 stores, and new COVID-19 guidelines to adhere to, delivering simplicity at scale for the brand became FITCH’s most challenging design brief yet.

FITCH leveraged the power of creativity to spark systemic change.

The agency’s strategic idea was born from the recognition that we live in a mobile-first world. Heads are down, but expectations are up, and the power to unlock great experiences is found in the palm of our hands. How could FITCH incorporate this into their design?

Introducing Swipe Up, Walmart’s mobile-first in-store platform which transforms shopper behaviour by activating the tool in every single customer’s pocket – their mobile phone.

The key pain point that FITCH needed to solve was how to help customers quickly find what they need in a 180,000 square foot box. The agency began by viewing Walmart’s massive warehouse not as a physical space, but rather as the world’s largest user interface. They simply needed to create navigation that was bold, purposeful, intuitive, and which put the customer in control.

FITCH tested the app in a high performing Walmart store located near the brand’s headquarters, with great success. The concept will be rolled out to 200 stores by the end of 2020, and to approximately 1,000 stores in 2021.

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