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How Walmart Plans To Connect With App Content And Services Through Button Marketplace

“Enabling Walmart to expand the partnerships that matter most to them to the mobile channel is a core ingredient in their digital growth strategy," says Button CEO Michael Jaconi.

Walmart is the latest retailer to sign on to Button Marketplace, an app engagement and payments platform that connects mobile content and commerce brands.

In addition to adding Walmart, the Button Marketplace has also added more than 30 diverse new retailers to the platform. These include fashion companies such as Gap, Express, and Under Armour; digital travel brands such as Hotwire, HomeAway, and VRBO; retail giants such as Target, QVC, Walgreens, and Sears; among many others.

The Marketplace is run by a company called Button, which provides the connective tissue between complementary mobile apps and websites to promote loyalty and payment.

Just by way of explanation, last May, The Weather Channel app began featuring Button Marketplace apps from Uber, Groupon, delivery.com, Caviar, and Resy.  As a result, its users would be able to hail a ride, sign up for a deal, get a food delivery, or make a reservation without leaving The Weather Channel to connect with those functions. In addition to maintaining engagement, The Weather Channel could potentially drive revenue through affiliate deals to promote those separate app functions.

As Walmart seeks to combat rival Amazon to be the primary online and offline shopping center for consumers, the extension to other apps within its own mobile base could help it prove its own greater convenience to consumers.

Michael Jaconi, founder and CEO of Button, was particularly ebullient in announcing what he believes the benefits are to the retail giant.

“Walmart joining Button’s Marketplace is one of the greatest accomplishments for the company to date,” said Jaconi, at his company’s Tap 2017 conference. “Enabling Walmart to expand the partnerships that matter most to them to the mobile channel is a core ingredient in their digital growth strategy. Now, with Button playing an important role in that strategy, I’m confident our platform will deliver the highest-converting channel for mobile buyers that exists.”

Jaconi backs up his claims by noting that as mobile commerce continues to grow, with smartphone sales expected to reach more than $102 billion in 2017 alone, retailers are seeking new avenues to tap into the growth of the mobile economy and acquire new users for the highest converting channels they have — their apps.

Back in February 2016, we spoke to Mike Dudas, Button’s co-founder, chief revenue officer, about the role that mobile was playing in blurring the lines between online and offline for retailers.

“We are focused on mobile commerce,” Dudas told us at the time. “But what’s really surprising is that mobile commerce is actually happening in store. For example, Walmart saw that something like 10 percent of their mobile transactions are happening in store on device.

“People want to walk in to a store and if it doesn’t have the good on the shelf, they say, ‘Guess what, I’ll buy it from you on my phone.’ You’re going to see retailers responding to this. You’re going to be able to buy anything and get it delivered at the biggest, most savvy and sophisticated retailers. There’s going to be a much bigger shift to transactions that occur on what some would call ‘remote commerce,’ but I would call “proximity commerce,” as I tap the phone and pay with a credit card.

“Then, there’s this whole class of transactions that occur with services like Uber, and other platforms where you can book anything from food to hospitality to movie tickets,” Dudas said, foreshadowing the dozens of partners Button has signed up since.

The Walmart deal follows its recent aim at Amazon by partnering with Google on voice-activated shopping.

Owners of the Google Home will be able to speak orders to their voice-activated Google Assistant (aka “Okay, Google”) for delivery or pickup via its local online shopping marketplace Google Express. The Walmart connection came on the heels previous store partnerships with Costco, Target, and Whole Foods, which, coincidentally, is being acquired by Amazon for $13.7 billion.

In addition to adding Walmart and other retailers, Button is also concentrating on publisher apps as well. It has signed up social news outlet Buzzfeed, which will be able to tap into mobile commerce apps in the same way The Weather Channel’s app is through the Button Marketplace.

“Buzzfeed is the king of merging content and commerce in the most authentic way,” said Jaconi. “Incorporating mobile shopping for consumers within their properties is an exciting opportunity, and the variety of Button Merchants combined with Buzzfeed’s content creates endless possibilities for all partners – a win, win all around.”

About The Author
David Kaplan David Kaplan @davidakaplan

A New York City-based journalist for over 20 years, David Kaplan is managing editor of GeoMarketing.com. A former editor and reporter at AdExchanger, paidContent, Adweek and MediaPost.