The Rogers, Ark., resident uses the free Grocery app to fill a digital shopping cart throughout the week and submits an order when she’s ready. While King watches her children play in the park, a trained personal shopper at her local Walmart assembles her order using A.I.-infused technology to ensure accuracy, efficiency and quality. King swings by Walmart on her way home, and a personal shopper loads her household essentials into her trunk.
Walmart’s mobile apps are just one example of how the company is pioneering technologies that streamline the shopping experience and help associates build meaningful relationships with customers and develop new skills. This high-tech, high-touch approach in which people and technology work together is the future of retail.
A recent study by the National Retail Federation found that six in 10 consumers said technology-enabled conveniences, such as self-checkout, mobile payments, in-store pickup and in-store navigation, improved their shopping experiences.
“Our customers have gone online,” said John Crecelius, vice president of central operations for Walmart U.S. “They’re using their phones and buying in very different ways than they did even five years ago. As we offer customers better service and new ways of shopping, it changes the way we work inside our stores and how we prepare our associates.”
Rather than eliminate jobs, automation has helped retailers like Walmart add new positions and refine existing roles to make them more rewarding. The U.S. retail industry has created 1.5 million new jobs since the end of the Great Recession in 2009, according to the Bureau of Labor Statistics. In Walmart’s 2018 fiscal year, the company promoted more than 230,000 people to jobs with greater responsibility and higher pay.
“It’s not enough for today’s employees to be technologically experienced,” said Ellen Davis, president of the NRF Foundation and senior vice president of research and strategic initiatives at the National Retail Federation. “New technologies make face to face interaction and interpersonal skills more important than ever.”