Walmart x Google: The Customer Intimacy Challenge for Walmart

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Walmart recently announced a partnership with Google to enable voice-activated shopping for Walmart products via Google Assistant and Easy Re-order via Google Express. The data this partnership provides should allow Walmart to create a more customized shopping experience for its customers at scale; in other words, deliver on the "mass customization" model Amazon has taught consumers to demand. The question remains whether Walmart can effectively integrate real time, end-consumer data into its existing supply chain infrastructure to deliver on these goals.