Walmart+, the 28 million member paid program from the world’s largest retailer, where members shop 3x more often and visit e-commerce 7x more than non-members.
The store is open to everyone and already promises the lowest price to everyone, so the fee cannot sell access and will not sell price. It sells time: same-day delivery powered by a store network no purely digital membership can match, with benefits chosen for compounding utility rather than one-off appeal. Members who use multiple benefits are 20% more likely to renew.
The ambition is to become America’s most essential membership. But in a paid program, essential is not declared. It is renewed.
Loyalty Unpacked™️ is NALA’s independent content series exploring some of North America’s most recognised loyalty programs. Rather than reviewing features or scoring, we examine the commercial thinking behind programs, the problems they’re trying to solve and the questions they raise. Each edition offers practical observations, honest challenges and a NALA Insight™️ designed to help loyalty, CRM and customer engagement teams think differently about the decisions shaping modern loyalty.
