Will Bigger Gas Discount Increase Walmart+ Subscriber Numbers? – Retail Wire

April 28, 2022

The higher cost of filling the pump may work in Walmart’s favor as it continues its campaign to increase Walmart+ subscriber numbers.

The retailer said this week that it increases the fuel savings members get when they fill up participating gas stations across the country. Walmart+ members will now get a discount of up to 10 cents per gallon. They will also have more places to fill up at more than 14,000 gas stations that are now part of Walmart’s fuel network including those operating under the Exxon and Mobil banners.

The retailer displays 5 to 10 cents per gallon at its gas stations and those operated by Murphy Oil. Members also get discounts when they fill up on fuel at over 500 Sam’s Clubs.

“Ninety-one percent of our customers are aware of price hikes at the pump, and nearly half of those have told us they are changing behaviors because of them,” Chris Craciolo, Walmart+ senior vice president and general manager, said in a statement. “More access to a bigger discount will make a difference for our customers. We want Walmart+ to help our customers save time and money, not just while shopping with us, but throughout their day.”

Adding Exxon and Mobil is a big deal because it adds thousands of stations across the country where Walmart+ members can stop.

The retailer has been on a campaign to attract new members to Walmart+ while giving existing subscribers more reasons to stick with the program. Company executives have repeatedly emphasized the value of Walmart+ members who shop more frequently and spend more with the chain than non-members.

Walmart last month added all of its 1.6 million full- and part-time employees who work in stores, distribution and fulfillment centers to its Free Delivery subscription plan.

Cracchiolo said last month that adding employees to Walmart+ numbers would be a thank you to colleagues for their service and provide the retailer with additional insights into how the program works for its members.

Walmart has not publicly disclosed the number of its members, but outside party estimates have put the number between 11.5 million (consumer intelligence research partners) and 32 million (German Bank).

Discussion Questions: Do you think Walmart is effectively making a value case to attract large numbers of new members to its Walmart+ plan? Will extended fuel privileges for Walmart+ members prove more beneficial in retaining existing subscribers or attracting new ones?


“The fuel has been an effective billboard to showcase Walmart’s value and is a logical (see what I did there?) way to promote the benefits of Walmart+.”

“Walmart may have been taking long lines seriously at Costco gas stations (always, but even recently), to attract more shopper trips.”

“They will see a gradual increase over the next several months, but the smartest move was when they added their employees to Free+.”


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