In an effort to sign and retain more members of its subscription service, Walmart is offering an extra discount on gasoline.
Starting today, Walmart+ members will get a 10 cents a gallon discount when they fill up at participating gas retailers. The company has added 12,000 Exxon and Mobil stations across the U.S. to its promotion, raising the number of outlets where the discount is available to more than 14,000.
Gas discounts are also available at Walmart and Murphy’s gas pumps, as well as at more than 500 Sam’s Club locations.
“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, senior vice president and general manager of Walmart+. “More access to a bigger discount will make a difference for our customers.”
Walmart+ launched 18 months ago as an answer to Amazon Prime. For $98 a year or $12.95 per month, subscribers receive free shipping on online orders, free grocery delivery on orders of at least $35, and discounts on prescription drugs.
In late 2021, Walmart CEO Doug McMillon told CNBC that the retail giant planned to use rising inflation to its competitive advantage, offering consumers relief. Since then, nowhere has inflation been more evident than at the gas pump. The war in Ukraine sent gas prices to a record high in March before pulling back slightly.
The company says the new gas benefit will provide real savings on something most consumers have to buy. It also hopes the benefit will attract new Walmart+ subscribers and retain consumers who have already signed up.
Walmart does not report the number of subscribers to Walmart+, but it has said the subscription service is a key part of its strategy to grow online sales.
To use the new fuel discount, Walmart+ subscribers are instructed to find their nearest Exxon/Mobil location using the location map. Upon arriving at the pump, subscribers sign into the Walmart+ app on their smartphone.
If location services are turned on, customers will get a popup asking if they are ready to fuel. They then enter the pump number and begin fueling.