Wal-Mart plans to use big data about a customer's usual shopping to automatically create shopping lists for them on its mobile app.
That's one of the tools the world's largest retailer plans to use to improve the in-store shopping experience as it looks to mobile-influenced purchases outpacing e-commerce sales, said Gibu Thomas, Wal-Mart's global head of mobile, in a CTIA Wireless keynote speech Wednesday.
"The future of retailing is the history of retailing, of a personalized interactive experience for every customer delivered through a smartphone," Thomas said. Citing independent studies of the U.S. market, Thomas said in-store buying influenced by mobile use was on track to be about twice as big as e-commerce sales by 2016.
Mobile already drives about one-third of the traffic to Walmart.com, spiking to more than 40 percent during the holiday season late last year, Thomas said. The store's smartphone app also boosts buying: Customers who have the app make more trips to Wal-Mart and spend as much as 40 percent more there, he said. A majority of Wal-Mart's customers have smartphones.