Subscription Stories: True Tales from the Trenches Learn How to Bring Membership to the Mass Market with Venessa Yates, SVP & GM of Walmart+
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Sep 4, 2024 Venessa Yates, Senior Vice President and General Manager of Walmart+, shares her insights on transforming the membership landscape at Walmart. She discusses the program’s innovative strategies to enhance consumer value and engagement, particularly during its evolution amid the pandemic. Venessa reveals how strategic partnerships with companies like Exxon and Expedia enrich member offerings. Additionally, she emphasizes the importance of inclusivity and employee feedback, highlighting Walmart's commitment to accessible benefits for all.
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Walmart's Inclusive Membership Ethos
- Walmart’s core value is helping people save money and live better with equal importance.
- They leverage associates' personal experience with Walmart Plus to enhance authenticity and member engagement.
Associates Use Memberships Firsthand
- Walmart gave frontline associates free Walmart Plus memberships so they could experience and advocate for the program.
- Associates provide continual feedback that informs program improvements.
Inclusivity Within Membership
- Walmart Plus balances exclusivity with inclusivity by offering equal service to non-members.
- Special pricing for government assistance recipients enhances accessibility without diluting the program's value.