Walmart is expanding its Walmart+ benefits by adding discounts of up to 10 cents per gallon at more than 14,000 participating gas stations across the country. The full discount applies at 12,000 participating Exxon and Mobil stations, and members can save between five and 10 cents at Walmart and Murphy’s stations, depending on state regulations.
“Ninety-one percent of our customers are aware of the increased prices at the pump and nearly half of those told us they are changing behaviors because of them,” said Chris Cracchiolo, SVP and General Manager of Walmart+ in a statement. “More access to a bigger discount will make a difference for our customers. We want Walmart+ to help our customers save time and money, not only when they’re shopping with us, but throughout their day. We’re excited to continue to find new ways to deliver for them.”
Walmart has been adding new perks to its premium membership program as it continues to compete with Amazon Prime. Recent additions include six free months of Spotify Premium and Walmart+ Exclusive Access, a three-week shopping event that offered deep discounts on major brands, from Melissa & Doug toys to MSI Bravo gaming laptops.
Shoppers and retailers alike are struggling with inflation, which has led to shifting loyalty strategies. For instances, B&R Stores has been rejecting 75% of new items compared with 30% before the pandemic because it found a wide variety is less important than good prices and regular availability, according to The Wall Street Journal.
Other retailers are focusing on gas-related incentives to combat inflation. Krispy Kreme is dropping the price of a dozen glazed donuts to be the same as the national average for a gallon of gas every Wednesday, while Giant Eagle is encouraging new loyalty signups by offering a 10 cents-per-gallon discount at its pumps for the first 90 days, according to CNBC.