Walmart Inc.’s new subscription program wants to entice customers with benefits like cheap gas and no checkout lines. But it turns out many members aren’t using them much.
About three out of four users don’t take advantage of perks such as less-expensive fuel and Scan & Go technology that allows store shoppers to pay for items on their phone, according to a survey this month of 264 Walmart+ members by industry researcher Field Agent. The main appeal of the $98-a-year program is unlimited free deliveries, the survey found.
The most common reason respondents gave for not using the other benefits? They simply weren’t aware of them.