Walmart has signed a multi-year partnership with cash-back rewards platform Ibotta to launch a new digital offers program on Walmart.com and via the Walmart app in a deal that looks a lot like a loyalty program.
Ibotta, with 40 million app downloads to date, is already in widespread use among retailers, including Walmart since 2018. But Walmart's expanded program with Ibotta gives the retailer access to what sounds much like the sort of loyalty-card deals that rival grocery and drug store retailers long have had. Walmart historically has eschewed loyalty cards in favor of its “Everyday Low Price” philosophy.
In a statement, Walmart described the “access to hundreds of cash rebates on popular products products” as “adding another dimension to the retailer’s Everyday Low Price promise.” The rebates ultimately are funded by brand marketers, not Walmart.