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Framing Effect: Walmart+

Walmart+ is the brand’s answer to Amazon Prime. For $98 per year or $12.95 per month, customers can get free grocery delivery, discounts on gas, and a few other exclusive offers.

Walmart learned that instead of framing all savings in dollars and cents, framing financial savings as time savings could have a bigger effect. As Om Marwah, former head of behavioral science at Walmart put it:  “When people spend time with you, that’s an even bigger investment than their money. Our relationship with time is much more personal than our relationship with money.” 

On their website, Walmart+ takes this direction to heart. They draw parallels from financial savings to time savings, as in the copy to the right: 

Walmart Framing

More examples of the Framing Effect

Framing Effect: Walmart+
Framing Effect: Ford Trucks