Listening to WalMart’s VP of Information Technology and their lead e-commerce exec talk on Fortune Brainstorm Tech this morning, they said “We don’t care whether or not you buy in the store, online, via mobile, etc.”
Where they went one step further: They gave local store managers credit for ALL sales that happen in their store’s ZIP code, not just the sales that occur within the store’s four walls.
Suddenly, WalMart.com isn’t the local store’s enemy. Now the store doesn’t care if they are being showroomed by WalMart.com customers. They only have to care about WalMart’s customer, vs. caring that someone is an in-store customer vs an online customer.
The story here isn’t just a WalMart thing or a strategy to fight showrooming. It’s much bigger than that.
The real lesson is that they eliminated something that absolutely would pit a store manager against the company’s online presence – which ultimately pits the store manager and their staff against their company’s CUSTOMERS. When would that ever be a good thing?
Now it’s your turn.