What:  Walmart customers are happy to pay a membership to access first to seasonal discounts

Why it is important:  IADS believes in paying subscription models and this example shows that even a basic service such as access to sales can be an incentive to customers to apply.

Walmart+ customers, who pay a USD 98 annual fee to be part of this loyalty programme, will enjoy an early access to the Black Friday deals, as everyone is afraid of the potential out-of-stocks in stores due to the global logistical bottleneck.

Walmart also expects this move to boost membership registrations, as 1/3 of customers are worried about the end of the year supply issues. This early access to sales is coming on top of already existing perks: an app allowing to skip the checkout line, free unlimited grocery deliveries, fuel discounts. It is estimated that they currently have 32 million subscribers.

Holiday 2021 Walmart+ members get first dibs on Black Friday deals