Why Walmart’s Early Morning Express Delivery Is A Clever Marketing Hook

Walmart continues to push the envelope on retail innovation, and its latest move into express early morning delivery is, yet again, another stroke of genius. Starting at the crack of dawn, Walmart WMT customers can now reel in everything from household essentials to live bait, in what is, admittedly, a brilliant service extension aimed squarely at the early morning angling community, starting from 6 AM in the morning. This innovative step not only extends the retail giant’s service hours but also solidifies its position as a relentless competitor in the race for consumer convenience.

Dawn Breaks On Express Delivery

The integration of early morning delivery slots, a clear nod to those looking for an edge in their day before the sun even has a chance to rise, is Walmart's newest strategy to enhance its customer experience.

Imagine needing last-minute breakfast supplies or realizing you're out of coffee; Walmart's got you covered before your day officially starts in as little as 30 minutes from the time you place an order. It is a move that addresses a previously untapped market of early risers and professionals needing expedited delivery services before the typical 9 to 5 grind begins.

Casting A Wider Net With Live Bait

Ok, so why live bait though?

Because expanding express delivery to include live bait is so much more than just a clever marketing hook. It’s also a masterstroke in understanding and catering to niche markets. By offering live bait delivery from over 3,000 stores, Walmart is not only capturing the attention of fishing enthusiasts but is also setting a precedent in retail that practically no category is off-limits for express delivery (and particularly those categories with which Amazon AMZN has a difficult time competing, too).

It’s a signal to consumers that Walmart is willing to dive deep into the specifics of their needs, however unique or squirmy those needs may be.

The Early Bird Gets The Worm

The rationale behind these expansions is twofold.

First, express delivery capitalizes on a real demand for early morning delivery services, a convenience sought out by individuals looking to save precious time in their busy mornings. Whether on the road for business or before seeing the kids off to school, both are real need states, as are others, that will drive usage of the service.

Second, the introduction of live bait as part of this service is a brilliant play to introduce new users into the Walmart app and possibly to increase Walmart+ memberships, thanks to the allure (or is it, lure?) of free express delivery for all those sunrise fishing enthusiasts out there. The idea of having one’s night crawlers waiting on the dock before the sun breaks could be just what Walmart needs to make even more people loyal to its app and membership program.

Walmart Versus The Competition

But what does all this mean for the broader retail landscape?

Well, it means that Walmart is setting a new standard for what express delivery can encompass, and in doing so, is starting to outpace its competitors. This initiative beats out competitors’ store openings and also edges out Amazon's quick delivery options by making it possible for goods ordered by 6 AM to be in customers’ hands a mere 30 minutes later. It also creates a significant defensive moat against the third-party delivery marketplaces, like DoorDash and Instacart, because they too are oftentimes beholden to the operating hours of the stores from which they pick their goods for delivery.

Walmart’s move, therefore, gives it a clear competitive advantage, turning what was, prior to Doug McMillon’s tenure, i.e. Walmart, a slow moving monolith, into a hyper-responsive entity tuned into the needs of its customer base, regardless of the hour.

A Strong Tug On The Line Of Retail Innovation

Finally, beyond the convenience to the consumer, this initiative also highlights the growing importance of competing retail loyalty plays and elucidatess that Walmart will continue to lay down the gauntlet to ensure that Walmart+ has the most value for the price of any subscription membership out there.

For example, it is likely no coincidence that this announcement came one week after Target TGT announced its own new Circle 360 membership, which play’s heavily on same-day delivery, and already Target’s announcement is looking outdated and somewhat trivial in value by comparison, especially when one considers all the other discounts that come with Walmart+, like gas discounts, Paramount+ subscriptions, and, of course, the capper, live bait whenever one needs it.

Walmart is declaring that it’s not just competing on the same playing fields as Amazon and Target but that it is willing to redefine the game's rules entirely.

Walmart’s express delivery service, particularly with its early morning and live bait options, is more than a new feature. It’s a declaration of Walmart’s commitment to customer convenience, a tactical move in the ongoing retail wars, and perhaps most importantly, a testament to the brand's willingness to innovate relentlessly.

As these services continues unfold and the subscription war continues to heat up, one thing is clear – Walmart is not just fishing for compliments. It's angling for a future where it remains the biggest fish in the retail pond, and with strategies like these, it's well on its way.