Massmart using Walmart-inspired tech to improve the online experience

Walmart’s Global Integrated Fulfilment (GIF) software has first been introduced to all Makro stores, with plans underway to expand into Game and Builders shortly.

GIF Store Assist is an order-fulfilment software application that digitises and optimises the picking, packing, staging and distribution of online orders.

“This world-class fulfilment app was custom-built by Walmart and adapted for Massmart, leveraging Walmart’s years of operating experience in the United States,” Massmart says in a press release.

“We have made significant investments to build and grow our e-commerce offering at Massmart,” says the company’s Vice President of Group eCommerce Pickup & Delivery, Merlin Otto.

“Given growth in 2022 of over 90% across the e-commerce portfolio, our ability to efficiently process higher volumes of orders is a key success factor., We anticipate that the integration of GIF into our business will enable shorter lead times for online orders.”

Otto adds that the technology leverages the group’s store network to create a strong omnichannel ecosystem.

Real-time visibility of new orders for store-fulfilment teams

Massmart says the key benefits that the Walmart technology will deliver include automated, real-time visibility of new orders for store-fulfilment teams; configuration of optimal paths for picking orders based on factors like efficiency, product locations and the customer’s chosen fulfilment option; and the addition of product images on orders, enabling easier identification of products on the shelf.

The rollout across Makro stores was completed in April, with Massmart saying that order pick rates having increased by up to 150% since implementation, with an overall 40% reduction in total order-processing time.

This week, South African tech entrepreneur and CEO of Innovo Networks, Damian Michael, warned that Amazon’s high profile, product range, cutting-edge technology and well-proven delivery and returns systems mean that SA-based online retailers will have to step up like never before to remain competitive. Innovo is a voice, data, and cloud solutions provider.

Michael said local retailers are multichannel – meaning that if, for example, a customer phones the call centre to complain about a problem with the pick-up of an item being returned, the call centre team can’t see that the client previously complained about the same thing on WhatsApp and Facebook. The customer gets frustrated at having to explain everything again and there’s tremendous wastage of human resources in trying to resolve what may be a simple reverse-logistics issue.

“The answer is omnichannel – where a single contact centre has an overview of all the data, all the customer orders, all the customer interactions, all the stock availability and all the product returns.” states Michael. “Done correctly, it is personalised, seamless, integrated and efficient. It is what the likes of Amazon do well.”