Wal-Mart Stores says it will offer fewer “this weekend only” short-term deals during the holiday shopping season. At the same time, it will discount thousands of items for 90 days as it seeks out more consistent pricing for customers.
The company also announced plans to launch a new mobile app that will reduce waiting times for in-store pickup. Customers will be able to alert the in-store pickup team when they are arriving at the store, thus decreasing wait times.
Wal-Mart has been grasping at straws as it attempts to convince customers that it can still be competitive with the low prices and convenient shipping practices offered by Amazon. The world’s largest e-tailer has lured in nearly 100 million Amazon Prime customers who are now having items shipped to them for free in two days, instead of taking time out of their busy lives to travel to their local Wal-Mart.
The company is also facing increasing pressure from dollar stores which offer deep discounts. Those stores have also been placed in strategic geographical locations to siphon away Wal-Mart’ss main audience.
“We will not be beat on pricing this holiday,” said Steve Bratspies, chief merchandising officer for Wal-Mart’s U.S. operations, said. “If we need to react we will.”
Wal-Mart said that it would increase the number of “rollbacks” offered compared to last year, when it produced 20,000 such 90-day discounts.