Walmart is investing more heavily in its retail application, pairing a launch in Canada with an incentive in the United States for first-time users to receive a gift card.

The retailer has expanded the markets of its mobile app by launching in Canada for the first time this week, hoping to encourage in-store use and purchases with new users. Walmart is also urging consumers to download and use the app in current markets by offering incentives.

“We are always looking for ways to enhance our customers’ shopping experience,” said Rick Neuman, executive vice president of technology and e-commerce at Walmart Canada.

Walmart mobile app
Canadian Walmart customers will now be able to use a mobile app to make purchases, get information and receive help with in-store shopping. The retail app allows users to save frequent reoccurring purchases as their favorites to quickly purchase again when needed.

The Walmart Canada app also shares its weekly flyer deals, notifies users when favorite items are on rollback, allows product bar code scanning for reviews and extra details and supports in-store grocery pick up.

Walmart is hoping to drive more users in the app’s current markets, with a campaign that promises gift cards to first-time users. Shoppers that download the app for the first time and make a purchase of $75 or higher within the mobile platform will receive a $10 egift card.

The retailer is driving awareness for the promotion by sharing it on its social media pages. For instance, Walmart shared a post reading “first-time app users, from 7/25-7/29, spend $75 on your first in-app purchase and get a $10 egift card, download now,” including a link to its Web site and app.

The promotion is also attempting to drive sales on the app with users who have downloaded the app but have yet to purchase anything. Users were sent push notifications that informed them of the deal as well.

The volume of transactions on Walmart Pay recently increased 45 percent week-over-week, following the completion of the mobile payments solution’s rollout to all of the chain’s stores in the United States.

Walmart mobile pushes
Walmart is working on keeping up with tech savvy competitors by launching a wide range of mobile pushes.

For instance, the volume of transactions on Walmart Pay increased 45 percent week-over-week, following the completion of the mobile payments solution’s rollout to all of the chain’s stores in the United States (see more).

Walmart also stiffened the competition in mobile delivery by partnering with Deliv, Uber and Lyft to provide grocery drop-offs for customers within test markets, in a low-risk test that may produce high reward (see more).

“The Walmart app saves customers time and money and provides better access to products while at home or on the go,” he said.