In recent years, retailers have been rivalling each other in creativity to build customer loyalty. After reward cards and points programs, a new trend is taking hold: paid subscriptions.
This text is a translation from Noovo Moi.
Amazon Prime flew solo for a long time, but more and more companies are now betting on plans that promise fast delivery, exclusive perks, and even entertainment services. The newest player to enter the race is Walmart+, which was just launched in Canada with an offer combining delivery, online shopping, and a Crave subscription.
But are these subscriptions actually a good deal, or are they simply a new way to get consumers to spend more?
Why Are Retailers Betting on Subscriptions?
In the era of online shopping, consumers are looking above all for simplicity, speed, and flexibility. Retailers have understood this well. By launching subscription programs, they meet these new expectations while offering added value that goes beyond a simple purchase. Fast delivery, exclusive offers, and digital services are now part of the strategies used to build customer loyalty.
Walmart+: What You Need to Know
After Amazon Prime, a new player is expanding the Canadian retailer subscription market. Walmart+ offers a plan that combines the perks of online shopping with an entertainment service.
In addition to free same-day delivery on eligible orders and free delivery with no minimum spend on Walmart.ca, members get a subscription to Crave Standard with Ads. Crave stands out for its impressive selection of Canadian and Quebec productions. Subscribers gain access to hits like Shoresy, Heated Rivalry, and Project Runway Canada, as well as a vast catalogue of French-language content from Bell Media and Noovo. The platform also continues to invest in original Canadian and Quebec productions, exclusive documentaries, and live sports events.
Offered at $89 a year or $8.97 a month, the Walmart+ program automatically replaces Delivery Pass for current subscribers.
What Are the Main Subscriptions Offered by Retailers?
Walmart+
Price: $8.97/month or $89/year
Key Benefits:
- Free same-day store delivery on eligible orders over $35.
- Free delivery with no minimum purchase on thousands of items available on Walmart.ca and the Walmart app.
- Reduced rates on express delivery in two hours or less.
- Crave Standard with Ads subscription included, giving access to series, movies, original productions, and select live sports events.
- Current Delivery Pass subscribers are automatically transferred to Walmart+.
Ideal for: Families and consumers who regularly buy their groceries or everyday items at Walmart and want to take advantage of a multi-service subscription.
Amazon Prime
Price: $9.99/month or $99/year
Key Benefits:
- Free, fast delivery on millions of eligible items.
- Access to Prime Video, which includes movies, series, and original productions.
- Amazon Music Prime, Prime Reading, and Prime Gaming included.
- Early access to Prime Day deals and select exclusive promotions.
Ideal for: People who shop regularly on Amazon and want an all-in-one subscription for delivery, entertainment, and exclusive perks.
Instacart+
Price: $9.99/month or $99/year
Key Benefits:
- Free delivery on eligible orders from numerous retail partners.
- Reduced service fees on eligible orders.
- Credits in certain situations, such as when a delivery is delayed.
- Exclusive member-only deals and discounts.
Ideal for: Consumers who frequently order their groceries online from various grocery chains.
Costco Executive
Price: $130/year (includes Executive Membership)
Key Benefits:
- Annual 2% reward on most eligible purchases (up to an annual cap).
- Access to promotions and offers reserved for Executive members.
- Standard Costco membership perks, such as warehouse access and exclusive services, are included.
Ideal for: Households that spend heavily at Costco and want to earn back a portion of their purchases through an annual reward.
Although these programs are often compared, they don’t all meet the same needs. Some focus mainly on fast delivery, while others emphasize cash back, rewards, or entertainment services. Before choosing, it’s essential to compare benefits based on your spending habits rather than price alone.
