Walmart And Amazon Shoppers Already Big Fans Of Uber And Lyft
According to research from 1010data, 12.4% of US WMT shoppers use Uber or Lyft.
With over half of Walmart revenue coming from grocery, Amazon’s foray into grocery and their ability to deliver on consumer convenience has spurred Walmart to take notice.
17.8% of Amazon shoppers use Uber or Lyft, followed 16.2% of Target shoppers.
1010data also found the percentage of shoppers who use Uber of Lyft in the first two pilot cities, Denver and Phoenix:
- Walmart
- National: 12.4%
- Denver/Phoenix: 17.4%
- Target
- National: 16.2%
- Denver/Phoenix: 19.7%
- Amazon
- National: 17.8%
- Denver/Phoenix: 20.7%
This comes from 1010data’s Ecom Insights Panel, which utilizes a number of sources of consumer spending data representing millions of consumers to provide an accurate assessment of online and offline retail sales and market share.
Anything You Can Do, I Can Do Better:
Some Numbers Supporting the Walmart – Uber – Lyft Partnership
On Friday Walmart announced a partnership with Uber and Lyft to provide same day and last mile delivery service.
Ten years ago consumer trust was a major factor in online shopping behaviors. Today, trust is less of an issue and instead, the major factor is convenience. Amazon has mastered convenience through their Subscribe & Save, Amazon Dash, Same-Day Delivery and now, their Drive-up Grocery stores.
With over half of Walmart revenue coming from Grocery, Amazon’s foray in to grocery and their ability to deliver on consumer convenience has spurred Walmart to take notice.
At 1010data, we have the ability to track consumer purchase activity, both online and instore. After Friday’s announcement we were curious to what degree do Walmart shoppers even use Uber or Lyft. And how does that compare to Walmart’s largest rivals? Below is what we learned, and begins to show signals as to why this partnership has potential to be a great one for all 3 companies:
Percentage of Retailer Shoppers Who Also Use Uber or Lyft
Walmart: 12.4%
Target: 16.2%
Amazon: 17.8%
The consumer overlap is even more interesting when you focus on the consumer behavior just in the first two pilot cities (Denver and Phoenix), and is likely a significant factor in the selection of the test cities.
Percentage of Retailer Shoppers Who Also Use Uber or Lyft
Walmart National: 12.4%
Walmart Denver/Phoenix: 17.4%
Target National: 16.2%
Target Denver/Phoenix: 19.7%
Amazon National: 17.8%
Amazon Denver/Phoenix: 20.7%
The partnership between Walmart, Uber and Lyft is an interesting one:
- It’s not often that two major competitors team up with a common ally
- This allows Uber and Lyft to better understand the parcel delivery business, an area both have dabbled in.
- Shows Walmart’s intent to catch up to Amazon’s creativity. (Walmart has historically won in the brick and mortar space by having superior data and supply chain capabilities. Today Walmart’s traditional strengths are trumped by Amazon.)
- This partnership could help in providing intel on opening up new markets for all involved.
Clarifying this last point, Uber and Lyft are typically most popular in urban areas. Walmart is typically most popular in suburban areas. By partnering together, all three companies not only stand to win from a business development perspective, but also from a collaboration, experience, and PR perspective.
In terms of digital innovation and online activity, the Grocery sector is being massively disrupted. While there are many questions still to be answered, one thing is clear: How we conduct our grocery shopping today is massively different than how we will grocery shop in the (not too distant) future… and convenience is a key driver of that change.
Walmart – Methodology
1010data utilizes a number of sources of consumer spending data representing millions of consumers to provide an accurate assessment of online and offline retail sales and market share. Our data enables clients to track consumer behavior using high-quality, granular datasets that are often difficult to source, cleanse, and consolidate.
