At the beginning of September, after a delay, Walmart officially announced Walmart+, a new subscription shopping program meant to be the retail giant’s answer to Amazon Prime. The new program launched September 15 and, for $98 per year, it gave Walmart customers several perks, including “unlimited free delivery from stores, fuel discounts and access to tools that make shopping faster for families,” with additional features to be announced later.
It’s been rumored that Walmart could eventually launch entertainment content as part of the membership, as Amazon eventually did with Amazon Prime Video. Walmart+, however, is less expensive than its Amazon rival, costing $98 rather than Amazon Prime, which now costs $119 per year.
How are customers responding so far to Walmart+? The research firm Piplsay Research is out with some numbers that say it’s landed quite well.
Per the research firm’s findings, 11% of Americans “have subscribed to Walmart+ within two weeks of its launch,” and 35% of Americans are “excited about the unlimited delivery feature,” while 38% see Walmart+ as “a big threat to Amazon’s Prime service.” And when they were asked if they had heard of the service, 53% said yes.
Of those who have already subscribed, 45% say they have both Walmart+ and Amazon Prime, 36% say Walmart+ is their first such subscription, and 19% say they have “migrated” from Amazon’s subscription to Walmart’s.
“With several new features like scan-and-go purchasing and discounts on gas, the retail giant is all set to bring some serious competition in the online retail space, most notably to Amazon Prime,” the survey said. “Already a household name in the country, Walmart’s latest offering comes at just the right time before the holiday season kicks in.”
The survey included 20,179 Americans nationwide.
“Customers know they can trust us and depend on us, and we’ve designed this program as the ultimate life hack for them,” Janey Whiteside, chief customer officer of Walmart, said in the press release this month when Walmart+ was first announced.
“Walmart+ will bring together a comprehensive set of benefits where we see the greatest needs from our customers and where our scale can bring solutions at an unprecedented value…. Life feels more complicated than ever. Walmart+ is designed to make it easier—giving customers an option to not have to sacrifice on cost or convenience,” Whiteside added.
The launch is part of an eventful year for Walmart, which participated in the controversial deal with Oracle involving TikTok. The company has also, per AdWeek, begun redesigning its stores to more align with the look of its mobile app.
Stephen Silver, a technology writer for The National Interest, is a journalist, essayist and film critic, who is also a contributor to Philly Voice, Philadelphia Weekly, the Jewish Telegraphic Agency, Living Life Fearless, Backstage magazine, Broad Street Review and Splice Today. The co-founder of the Philadelphia Film Critics Circle, Stephen lives in suburban Philadelphia with his wife and two sons. Follow him on Twitter at @StephenSilver.