Walmart may be an example of an innovative mobile-focused bricks-and-mortar business, but users? complaints about the retailer?s application suggest an upgrade is in order, perhaps fitting with the emerging wearables market, according to Mobile Marketer?s analysis.

While the experience and interface issues users have cited in app-store reviews could be attributed to growing pains, Walmart?s opportunity lies in tightening the app?s leaks to provide a stronger, more well-rounded experience. Meanwhile, Walmart?s recent introduction of an Apple Watch application, suggesting that the device could have broad market appeal, is an example of how the chain could cement its leadership in the mobile retail space via wearables.

?Walmart is still in its early stages of developing its mobile strategy, and these problems are simply natural growing pains that any company should expect,? said Melissa Greenberg, general manager of the New York office of Fetch, New York.  ?But smartphone users expect a seamless user experience to encourage them to purchase.? 

Walmart, Bentonville, AR, declined to comment.

Walmart?s growth over 65 years from a five-and-dime store into a mass merchandising juggernaut with a mobile-minded strategy shows it has the ability to stay on top of, and adapt to, evolving consumer trends.

When Walmart realized consumers? ways of interacting with its brand were evolving, it followed suit by leveraging the power of mobile. Combining its widespread presence and its mobile app, it sought to gratify customers who needed items during off-store hours by allowing them to order via mobile and receive immediate delivery to their doorstep.  

Its coming of age occurred in 2012, by which time it had elevated its comprehensive 360-degree mobile commerce efforts to create a more streamlined shopping experience that incorporated various channels. 

Mobile applications, mobile Web, augmented reality, mobile advertising, mobile bar codes, social media, location-based services and push notifications all were now part of its toolkit.

To further strengthen its mobile cred, Walmart created @WalmartLabs, a technology hub in Silicon Valley that aimed to improve every part of a consumer?s journey, from finding the nearest store to deciding to go into the store and coming out with a product.

It rolled out initiatives such as the launch of its Store Mode mobile app that used geolocation and geofencing technology to detect when consumers entered a Walmart location. From there, consumers checked prices by scanning product bar codes and QR codes, as well as planning their shopping list and digital coupons.

Additionally, Walmart launched its Scan & Go service that let consumers save time by scanning store items with their iPhone device and bagging them while they shop.

Consumers could head to a self-checkout lane, transfer their basket wirelessly and complete their payment.

Scan & Go consumers could receive electronic receipts through the Walmart iPhone app and access their purchase information, search historical digital receipts and add favorite items to their shopping list.

Walmart also rolled out Black Friday interactive maps that let customers view the Top 25 Black Friday items and see their location on a store map.

By the time it was chosen Mobile Marketer?s 2012 Mobile Retailer of the Year, Walmart was supporting customers across iPhone, iPad and Android apps, as well as the mobile Web.

Pointing to its opportunity in wearables, Walmart in June introduced an Apple Watch application, suggesting that the device could have a broad market appeal.

While no shortage of marketers had jumped in with Apple Watch apps after the device?s launch, Walmart?s entry there was notable given the retailer?s value positioning, which was in stark contrast to the $349 starting price for the buzz-generating wearable. 

Walmart?s app enabled customers to use an Apple Watch to check off shopping list items on the fly, without having to take out a phone.

The chain?s entry was a good example of how digital technologies and devices have infiltrated the traditional grocery and shopping environment, showing how retailers have their work cut out matching strides with mobile-savvy customers.

?Mobile technology creates opportunities for companies like Walmart to engage with customers like they never have before,? Ms. Greenberg said. ?Where each customer interaction can be highly personalized and cater to their specific needs, rather than blanket branding strategies.?