Walmart Emphasizes Omnichannel With Canadian ‘Urban Superstore’

Walmart will update an existing Toronto location with a new “Urban Superstore Concept” designed to meet the needs of young city-dwelling families. The location will feature tighter e-Commerce integration, more in-store technology and an improved product assortment, among other enhancements.

One of the store’s key features is Fast Lane checkout technology, which leverages the My Walmart app to let shoppers scan products on their own mobile devices as they shop. The order is automatically billed to a credit card on file, and the customer only needs to show the receipt to an associate to check out. Use of the Walmart app will be further encouraged through store-specific deals and free in-store WiFi and phone chargers.


Other elements of the upgrade include:

  • A cleaner, brighter design with improved layout, signage and displays;
  • A number of in-store third-party concepts created with brands including Freshii, Party Shop, The UPS Store, MINISO, Naoki Sushi and McDonald’s;
  • A dedicated section where customers can shop online, have questions answered and pick up e-Commerce orders;
  • A renovated grocery section dubbed the Fresh Market;
  • A community hub with seating and a community board featuring local news, activities and events; and
  • An improved associate lounge with sofas, bar top tables and charging stations.

Walmart plans to refurbish and refresh 31 Canadian stores with a $200 million (CAD) investment, including the launch of a second Urban Superstore at a store in Thornhill, Ontario in 2020. Best practices and learnings from the original prototype will be used to shape future renovations.

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