By Christine Kern, contributing writer
New feature allows customers to start using store credit cards immediately.
Walmart has announced the introduction of a new feature on its mobile payment application that allows customers to start using store branded credit cards immediately, according to a blog post by the company. The Walmart Pay electronic wallet now gives nearly instant access to Walmart credit cards at all store locations and online after customers are approved — even before a plastic card arrives by mail.
Walmart Pay launched in 2015, as Innovative Retail Technologies reported, marking the retailer’s entry into the mobile payments ring. Walmart Pay is a free smartphone-based payment solution that works with credit cards, debit cards, and Walmart gift cards. Last year, Walmart expanded the Walmart Pay Mobile app to more states, making access easier for customers. It is currently available at all 4,600 U.S. Walmart locations.
According to a study by Infoscout and PYMNTS.com, Walmart Pay is the third-most frequently used mobile wallet in the U.S., behind Samsung Pay and Apple Pay, but ahead of Android Pay, and a majority of users say that it was easier, faster and convenient than swiping a card.
This latest feature means that, “from the moment they are approved, customers can use their new Walmart Credit Card at all Walmart store locations and on Walmart.com before their physical card even arrives in the mail. The ability to immediately shop with seamless, secure access –whenever, however, and wherever a customer want s- is now a reality.” As the Walmart blog post states, “It’s yet another way we’re meeting customers where they are – on their mobile devices – and helping to make their lives easier and more convenient.”
Walmart is cognizant of the need to appeal to its customers on digital levels. A recent study found that “incentives provided by merchants and financial institutions can help drive growth” in the mobile payments channel. It found that customers who were offered incentives were 50 percent more likely to use mobile payments at the retail point of sale, underscoring the importance of offering these deals.
Walmart’s credit cards offer 3 percent cash back on online purchases, 2 percent back on purchases from Murphy USA and Walmart gas stations and 1 percent cash back on all other purchases.