Walmart Tests Touchscreen in Toy Aisle

The discount retailer calls it an “endless aisle-type concept.”

March 15, 2017

BENTONVILLE, Ark. – Walmart has started testing a touchscreen in the toy department of a few Texas stores, The Street reports. The discount retailer is using the device to help adults and kids find the exact item—if it’s not in the store, ordering online is a click away.

“We’re testing how to interact with the customer differently, understanding better how they want to shop,” said Walmart CFO Brett Briggs. The large touchscreen is “really good,” he said. “It asked me some questions: 'Do you want a gift?' 'Yes, I want a gift.' 'Is it for a boy or girl, or it could be either.' 'Choose either.' 'Pick the age you want.' It chooses the best sellers for that age.”

At the same locations, Walmart also is piloting devices with scan-and-go technology designed to eliminate many full-service checkouts. At one test store, Walmart only has half a dozen full checkouts. The other lanes are either self-checkout or scan-and-go, which lets customers pay via smartphones. “I'm not going to talk about our rollout, but we're trying, we're testing,” Briggs said.

Last week, Fortune outlined five behaviors of Walmart customers that could impact any retailer. Walmart also unveiled its new prototype convenience store, which it built and is testing near Dallas. 

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