Walmart (NYSE:WMT) is revamping its website to personalize the customer shopping experience. The new website features will allow shoppers to easily view products they may be interested in based on previous purchases. The changes also mean Walmart's home page will be customized according to user locations.
The customized Web page will show local weather, events and customers' search and purchase histories, reported the Associated Press. The customization is part of a push to improve online shopping that will presumably end with a complete re-launch online in early 2015.
Walmart has experienced five straight quarters of sales declines at stores in its discount division that have been open for at least one year. In comparison, the retailer's e-commerce sales increased by 30 percent to more than $10 billion, and Walmart believes there is room to grow because online still only accounts for a small portion of its $473 billion annual revenue.
Trying to compete with Amazon (NASDAQ:AMZN) is familiar territory for brick-and-mortar stores like Walmart. Home Depot (NYSE:HD) and Staples (NASDAQ:SPLS) have been working on personalizing the online shopping experience as well. Approximately 25 percent of all customers who visit Home Depot's webpage are estimated to see product recommendations based on recent purchases. The home improvement store's online sales increased 39 percent in the first quarter of 2014.
-See this Associated Press article
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