OPERATIONS

Survey: Target, Best Buy, Walmart excel in mobile experience

BY Marianne Wilson

Worthington, Ohio — Three high-profile big-box retailers received high marks for their mobile experiences, according to a survey by Prosper Insights & Analytics. In fact, among mobile users, 28.9% have used their mobile devices to shop at Walmart, 27.7% at Target, and 22% at Best Buy.

All three receive positive reviews regarding mobile shopping experience. 83.4% of mobile users who have shopped Target’s mobile site rate their overall experience as either good or excellent. 71.9% of those who’ve shopped Walmart and 69.2% of Best Buy mobile shoppers say the same.

However, the analysis went a step further to apply the Net Promoter Score (to see if mobile shoppers were likely to recommend the respective sites to a friend or colleague) and thereby evaluate the strength of the retailer’s mobile site image as well as loyalty to that particular site, Target is the only mobile site to receive a positive score (NPS = 11.3%).

Both Best Buy and Walmart have negatives scores of -1% and -19.8%, respectively.

“These findings suggest that a satisfactory mobile experience in itself doesn’t necessarily lead to retailer advocacy,” said Pam Goodfellow, analyst for Prosper Insights & Analytics. “As mobile continues to grow, omni-channel retailers are increasingly challenged with converting their ‘shoppers’ into ‘buyers’ – and winning a repeat visit. Delightful experiences, consistent messaging, and excellent service delivered through all channels are paramount when building this sought-after, loyal customer base.”

The survey included 341 smartphone and tablet users.

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Whole Foods Market to build greenhouse atop Brooklyn store

BY Marianne Wilson

New York — Whole Foods Market announced that Gotham Greens will be its operating partner in the nation’s first commercial- scale greenhouse farm integrated within a supermarket. The 20,000-sq.-ft. greenhouse, which is currently under construction on the roof of the forthcoming Whole Foods Market store in Gowanus, Brooklyn, is scheduled to open in late 2013.

The new greenhouse will be designed, built and operated by Gotham Greens in partnership with Whole Foods Market. The specially designed rooftop farm will include advanced irrigation systems that use up to 20 times less water than conventional farming as well as enhanced glazing materials and electrical equipment to reduce overall energy demand. Gotham Greens will grow premium quality, pesticide-free produce year round in the greenhouse for the Gowanus store along with other Whole Foods locations throughout New York City, the retailer said.

The rooftop greenhouse will be fully operational at the time of the new store opening.

To watch a video about Gotham Greens and this greenhouse initiative, visit Darkrye.com.

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Walmart announces gasoline discount program

BY Marianne Wilson

Bentonville, Ark. — Walmart is easing the pain at the pump by offering customers who use a Walmart MoneyCard or Walmart Credit Card a 15 cents per gallon reduction on their fuel purchase. Customers using a Walmart gift card will receive a 10 cent per gallon discount. Gas will be discounted at more than 1,000 Murphy USA and Walmart gas stations located at Walmart stores in 21 participating states.

“As I travel to stores across the country, I am constantly hearing that gas prices are making it tough for our customers to balance their budgets. For every cent gas prices climb, consumers have $1 billion less to spend," said Gisel Ruiz, chief operating officer for Walmart U.S. "Over the past two years, our Great Gas Rollback has saved customers more than $100 million. This year, we’re bringing it back to help families as they hit the road to visit relatives, go on vacation, celebrate the summer holidays and every shopping trip in between."

Walmart’s gas discount program will run through July 7. Last year, the chain ran a similar promotion from Aug. 31 through Dec. 24.

For a list of participating Walmart and Murphy USA stations visit Walmart.com/gas.

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