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Walmart+ Usage Is Hampered by Consumer Confusion, Survey Finds

  • Three out of four members not using perks like discounted gas
  • Retailer hasn’t disclosed how subscription plan is performing
The Walmart+ home screen

The Walmart+ home screen

Photographer: Gabby Jones/Bloomberg

Walmart Inc.’s new subscription program wants to entice customers with benefits like cheap gas and no checkout lines. But it turns out many members aren’t using them much.

About three out of four users don’t take advantage of perks such as less-expensive fuel and Scan & Go technology that allows store shoppers to pay for items on their phone, according to a survey this month of 264 Walmart+ members by industry researcher Field Agent. The main appeal of the $98-a-year program is unlimited free deliveries, the survey found.