April 20, 2004, 12:00 AM

Walmart.com sees incremental sales with e-checks

Wal-Mart Stores Inc.’s Walmart.com says e-checks have quickly become popular and an important contributor to revenues. "It’s a significant part of our sales," says David Rolf, senior manager of finance operations for Walmart.com.

Paul Demery

Managing Editor, B2B E-commerce

Out to give its online shoppers more of the conveniences of its Wal-Mart stores, Walmart.com says e-checks have quickly become popular and an important contributor to revenues. "It’s a significant part of our sales," says David Rolf, senior manager of finance operations for Wal-Mart Stores Inc.’s Walmart.com. "Some e-check payments are incremental sales from customers who may not have or use credit cards."

Although Wal-Mart won’t say how many online sales it processes with e-checks, its customers use e-checks for purchasing all types of products throughout Walmart.com, Rolf says. He adds that the low cost of offering e-checks complements Wal-Mart’s corporate policy of keeping down operating costs while maintaining a high level of customer service. Walmart.com which uses a web-based e-check application from Certegy Inc.

Jan Whitfield, vice president of e-commerce for Certegy, says other retailers can learn from Walmart.com on how to present and explain e-checks to customers. "Walmart does a good job of explaining how to use e-checks," she says. "We recommend other retailers to display e-checks the way Walmart.com does."

Whitfield notes that Walmart.com has designed pop-up messages that help train consumers how to use e-checks. It also presents a replica of the check online, and makes it easy to enter routing and account numbers, she says. Most other personal information about the customer is stored as part of the customer’s initial registration process, so a customer only needs to fill in their bank routing and account numbers, driver’s license number and date of birth.

 

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