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What’s Behind the New Walmart+ Membership Program

Walmart is launching Walmart+, a new membership program that brings together in-store and online benefits to save customers money and time.

Walmart+ leverages the retailer’s online presence and reach of more than 4,700 stores, including 2,700 that offer delivery as fast as same day. And it puts Amazon on notice that its popular Prime membership option isn’t the only loyalty game in town.

Members will receive unlimited free delivery from stores, fuel discounts and access to tools that make shopping faster. Membership will be available to all customers on Sept. 15. It will cost $98 a year or $12.95 a month and includes a 15-day free trial period. In the future, the company will leverage its wide-ranging strengths to add additional benefits for members in a variety of services and offerings.

“We are a company committed to meeting our customers’ needs,” Janey Whiteside, chief customer officer at Walmart, said. “Customers know they can trust us and depend on us and we’ve designed this program as the ultimate life hack for them. Walmart+ will bring together a comprehensive set of benefits where we see the greatest needs from our customers and where our scale can bring solutions at an unprecedented value.”

The initial list of Walmart+ benefits also include unlimited free delivery with in-store prices as fast as same-day on more than 160,000 items from tech and toys to household essentials and groceries. This service was previously known as Delivery Unlimited–a subscription service that allows customers to place an unlimited number of deliveries for a low, flat yearly or monthly fee. Current subscribers will automatically become Walmart+ members.

In addition, Walmart says Scan & Go from its mobile app offers customers a fast way to shop in store. Customers can scan their items as they shop and pay using Walmart Pay for a touch-free payment experience.

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Walmart is launching Walmart+, a new loyalty membership program merging in-store and online benefits, and challenging Amazon Prime.

Fuel discounts allow customers to fill up and save up to 5 cents a gallon at nearly 2,000 Walmart, Murphy USA and Murphy Express fuel stations. Sam’s Club fuel stations will soon be added to this lineup.

These benefits come on top of the retailer’s existing customer offerings, such as Walmart’s free curbside pickup, NextDay delivery and two-day delivery. Walmart will continue to have delivery options with a per-delivery transaction fee, so customers can choose the service that’s best for them.

“Life feels more complicated than ever,” Whiteside added. “Walmart+ is designed to make it easier, giving customers an option to not have to sacrifice on cost or convenience. We know shopping should fit customers’ needs, not the other way around. We have always been a champion for the right item at the right price, but now it’s more than that. We have the right shopping solutions at the right time, too.”