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Walmart to roll out unlimited grocery delivery

Delivery Unlimited service earmarked for 1,600-plus stores this year

Russell Redman

September 12, 2019

3 Min Read
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Following up a soft launch before the summer, Walmart plans to expand a subscription-based, unlimited-delivery option for its online grocery service to 1,400 stores later this fall.

Called Delivery Unlimited, the service enables customers to pay an annual $98 fee or a monthly $12.95 fee to make unlimited Walmart online grocery orders, Walmart said Thursday. Shoppers will continue to have the option to pay a per-delivery fee without a membership.

The Delivery Unlimited membership comes with a free 15-day trial. There’s no limit on deliveries for orders of $30 or more.

News that Walmart had quietly introduced unlimited grocery delivery emerged in June, when the Bentonville, Ark.-based retailer confirmed that it was testing Delivery Unlimited in four cities: Houston, Salt Lake City, Miami and Tampa, Fla. Now, based on positive feedback from customers, Walmart said it’s expanding the program to all 200 metropolitan areas where the Walmart Grocery Delivery service is available.

“We’ve been investing in our online grocery business by quickly expanding our Grocery Pickup and Delivery services. Delivery Unlimited is the next step in that journey,” Tom Ward, senior vice president of digital operations for Walmart U.S., said in a statement. “By pairing our size and scale and these services, we’re making Walmart the easiest place for to shop. Combine that with the value we can provide, our customers can’t lose.”

Related:Walmart tests no-limit online grocery delivery service

During fiscal 2019, Walmart expanded same-day grocery delivery to approximately 800 stores and free grocery pickup to more than 2,100 stores in the United States. By the end of this year, Walmart expects to have same-day grocery delivery available at 1,600 stores and free grocery pickup at 3,100 stores. The company said the expansion will enlarge its online grocery coverage of the U.S. population to 50% for same-day delivery and almost 80% for pickup.

Delivery Unlimited will expand along with the rollout of grocery delivery. Walmart said the unlimited delivery option is slated to be available in over 1,600 stores and more than half of the country by the end of the year. Pickup is now available in nearly 3,000 stores.

“Grocery Delivery takes convenience to a new level, and our customers love it. With Delivery Unlimited, we’re providing incredible value for our customers and leveraging our unique assets to save them both time and money,” according to Walmart Chief Customer Officer Janey Whiteside.

Through Walmart Grocery Delivery, accessed via Walmart.com/grocery or the Walmart Grocery app, customers can order fresh produce, meat, seafood and bakery items as well as pantry staples, consumables and select general merchandise. Walmart noted that its online grocery service, for which it employs more than 45,000 personal shoppers, offers the same everyday-low prices available in stores.

Related:Walmart takes the online grocery crown, research shows

With Delivery Unlimited, Walmart targeting the subscription-based online grocery delivery services offered by Instacart, Target and Amazon.

Instacart’s Express membership costs $99 a year and offers unlimited grocery deliveries on orders of $35 or more. There’s also a $9.99 monthly option. Target’s Shipt runs $99 for a yearly membership and $14 per month for unlimited deliveries, with a $35 order minimum. An Amazon Prime membership — which provides access to Prime Now same-day grocery delivery (including from Whole Foods Market) — now costs $99 annually, and a $12.99 monthly plan is available. Customers get unlimited grocery deliveries on orders of $35 or more under Prime Now.

About the Author

Russell Redman

Senior Editor
Supermarket News

Russell Redman has served as senior editor at Supermarket News since April 2018, his second tour with the publication. In his current role, he handles daily news coverage for the SN website and contributes news and features for the print magazine, as well as participates in special projects, podcasts and webinars and attends industry events. Russ joined SN from Racher Press Inc.’s Chain Drug Review and Mass Market Retailers magazines, where he served as desk/online editor for more than nine years, covering the food/drug/mass retail sector. 

Russell Redman’s more than 30 years of experience in journalism span a range of editorial manager, editor, reporter/writer and digital roles at a variety of publications and websites covering a breadth of industries, including retailing, pharmacy/health care, IT, digital home, financial technology, financial services, real estate/commercial property, pro audio/video and film. He started his career in 1989 as a local news reporter and editor, covering community news and politics in Long Island, N.Y. His background also includes an earlier stint at Supermarket News as center store editor and then financial editor in the mid-1990s. Russ holds a B.A. in journalism (minor in political science) from Hofstra University, where he also earned a certificate in digital/social media marketing in November 2016.

Russell Redman’s experience:

Supermarket News - Informa
Senior Editor 
April 2018 - present

Chain Drug Review/Mass Market Retailers - Racher Press
Desk/Online Editor 
Sept. 2008 - March 2018

CRN magazine - CMP Media
Managing Editor
May 2000 - June 2007

Bank Systems & Technology - Miller Freeman
Executive Editor/Managing Editor
Dec. 1996 - May 2000

Supermarket News - Fairchild Publications
Financial Editor/Associate Editor
April 1995 - Dec. 1996 

Shopping Centers Today Magazine - ICSC 
Desk Editor/Assistant Editor
Dec. 1992 - April 1995

Testa Communications
Assistant Editor/Contributing Editor (Music & Sound Retailer, Post, Producer, Sound & Communications and DJ Times magazines)
Jan. 1991 - Dec. 1992 

American Banker/Bond Buyer
Copy Editor
Oct. 1990 - Jan. 1991 

This Week newspaper - Chanry Communications
Reporter/Editor
May 1989 - July 1990

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