假日购物季即将在十月份拉开序幕，沃尔玛（Walmart）、亚马逊（Amazon）和塔吉特（Target）将举行大规模促销活动。尽管三大零售巨头均承诺提供大幅折扣，但只有沃尔玛明确表示“无需会员资格”。
沃尔玛在新闻稿中表示：“沃尔玛特卖活动对所有客户开放，无需会员资格。” 但沃尔玛+会员确实能在美国东部时间10月6日晚7点提前5小时开始购物。
与此同时，亚马逊表示其促销活动“仅限会员参与”，而塔吉特则要求顾客注册其“免费加入”的Circle会员才能享受促销优惠。
• 无论沃尔玛此番宣传背后策略如何，该零售商仍在吸引顾客加入其会员计划。在最近的财报电话会议上，首席执行官董明伦指出，第二季度公司会员费收入增长15%，而沃尔玛+会员数则实现两位数增长。
• 塔吉特在最新财报中也提到，其上季度会员收入实现两位数增长。
• 亚马逊Prime会员数量似乎也在稳步增长，但据路透社报道，联邦贸易委员会（Federal Trade Commission）指控其部分增长使用了不公平手段，称该公司“未经用户同意注册数千万Prime会员，欺骗了消费者”。
三大零售商的宣传中另一个共同点是聚焦配送提速。
塔吉特宣传其付费的Target Circle 360会员可享受订单满35美元无限次当日送达等福利；亚马逊表示Prime会员可享受超过3亿件商品的免费当日送达或次日送达服务。
沃尔玛则宣称向所有顾客提供当日达、清晨达和极速达服务。（*）
本报道最初发表于Retail Brew。
译者：刘进龙
审校：汪皓
假日购物季即将在十月份拉开序幕，沃尔玛（Walmart）、亚马逊（Amazon）和塔吉特（Target）将举行大规模促销活动。尽管三大零售巨头均承诺提供大幅折扣，但只有沃尔玛明确表示“无需会员资格”。
沃尔玛在新闻稿中表示：“沃尔玛特卖活动对所有客户开放，无需会员资格。” 但沃尔玛+会员确实能在美国东部时间10月6日晚7点提前5小时开始购物。
与此同时，亚马逊表示其促销活动“仅限会员参与”，而塔吉特则要求顾客注册其“免费加入”的Circle会员才能享受促销优惠。
• 无论沃尔玛此番宣传背后策略如何，该零售商仍在吸引顾客加入其会员计划。在最近的财报电话会议上，首席执行官董明伦指出，第二季度公司会员费收入增长15%，而沃尔玛+会员数则实现两位数增长。
• 塔吉特在最新财报中也提到，其上季度会员收入实现两位数增长。
• 亚马逊Prime会员数量似乎也在稳步增长，但据路透社报道，联邦贸易委员会（Federal Trade Commission）指控其部分增长使用了不公平手段，称该公司“未经用户同意注册数千万Prime会员，欺骗了消费者”。
三大零售商的宣传中另一个共同点是聚焦配送提速。
塔吉特宣传其付费的Target Circle 360会员可享受订单满35美元无限次当日送达等福利；亚马逊表示Prime会员可享受超过3亿件商品的免费当日送达或次日送达服务。
沃尔玛则宣称向所有顾客提供当日达、清晨达和极速达服务。（*）
本报道最初发表于Retail Brew。
译者：刘进龙
审校：汪皓
The holiday shopping season is getting a jump start in October with major sales events from Walmart, Amazon, and Target. And while all three retail giants are promising steep discounts, only Walmart is saying “no membership required.”
“Walmart Deals are open to all customers—no membership required,” the company said in a press release, though Walmart+ members do get a five-hour head start on the sale on October 6 at 7pm ET.
Amazon, meanwhile, said its sales event is “member-exclusive,” and Target is requiring shoppers to sign up for its “free-to-join” Circle membership to access promotions.
• Whatever the strategy behind Walmart’s messaging, the retailer is still driving shoppers to its membership program. On a recent earnings call, CEO Doug McMillon said income from membership fees was up 15% across the company in Q2, with Walmart+ seeing double-digit growth.
• Target also noted in its latest earnings that membership revenue grew double digits in the latest quarter.
• Amazon Prime membership also appears to be growing steadily, though the Federal Trade Commission is alleging some of these gains were made unfairly, claiming that the company “duped tens of millions of Prime customers by signing them up without their consent,” Reuters reported.
One consistent thread in all three companies’ messaging is a focus on faster delivery.
Target promoted that its paid Target Circle 360 membership offers perks such as unlimited same-day delivery on orders over $35, and Amazon said Prime members can access free same-day or one-day delivery on more than 300 million items.
And Walmart touted the availability of same-day, early morning, and express delivery to all customers.
This report was originally published by Retail Brew.