BJ’s Wholesale Club Launches New Wish List Feature On Mobile App

BJ’s Wholesale Club has launched a discover feature on its mobile app that allows members to build a wish list of products with a swipe of their finger. Users are presented with products they can either add to their wish list by swiping right or dismiss by swiping left.

This feature uses machine learning to create a personalized collection for members based on previous selections using the swipe process. This follows the introduction of the retailer’s new mobile app, which includes an add-to-card coupon feature designed to automate and simplify the coupon redeeming process for members.

“Our new discover experience brings the excitement of the in-club treasure hunt to our mobile app,” said Rafeh Masood, Senior VP and Chief Digital Officer at BJ’s Wholesale Club in a statement. “By swiping right on a personalized selection of products, members can build their own wish lists. This new feature is easy to use and we believe it makes our app fun, as well as convenient.”


The mobile app upgrade is part of BJ’s continued digital push, with the feature launching three months after the retailer appointed Naveen Seshadri as VP of Digital Commerce and Experience. He was previously Chief Operating Officer at online travel site Lonely Planet and has been charged with expanding BJ’s omnichannel capabilities and leading its digital customer experience strategy, e-Commerce merchandising, digital marketing, digital insights and analytics.


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