How Walmart's mobile-led strategy drives a seamless shopper experience

Geoffrey Precourt

Also see in 2016: How imagination created a holistic customer experience, another report on Walmart from ad:tech San Francisco.

A key component of Walmart's strategy, according to Wendy Bergh, its senior director/mobile and digital strategy in the retailer's global ecommerce group, is delivering seamless access to customers across channels.

"Our customers don't tell their friends, 'Hey, I shopped at a Walmart store today' or 'I shopped at today. They talk about 'shopping with Walmart'. So when we serve them with different channels, we need to make sure they're getting a very holistic experience," she told an audience at the 2013 ad:tech San Francisco conference.