????“沃爾瑪擁有遍布全美的幾千家實體店，這就是它的優(yōu)勢，”德銀證券駐紐約的零售分析師查爾斯?格羅姆表示。“我認為它沒有太多時間來實驗@WalmartLabs，它需要行動得更迅速一些。”

????沃爾瑪要實現(xiàn)網(wǎng)絡(luò)收入增長，電子商務(wù)必須居于優(yōu)先地位，這意味著沃爾瑪必須對一直以來的經(jīng)營模式作出重大調(diào)整。

????“過去，我們的門店根本想不到網(wǎng)絡(luò)銷售，”接任Walmart.com 總裁一職不到四個月的喬爾?安德森稱。他過去曾是沃爾瑪北部大平原業(yè)務(wù)的高級副總裁。“但現(xiàn)在得把這個放到首要位置。店里缺貨時，我們接下來要對顧客說的就是，我們可以在網(wǎng)上為您采購。一旦它成為激勵性薪酬和獎金的一部分，就會改變（實體店雇員）的行為模式。”

????從今年2月份開始，沃爾瑪將在門店自提以及在門店配送范圍內(nèi)派送的網(wǎng)絡(luò)訂單銷售額都計入門店團隊的銷售業(yè)績。安德森稱，現(xiàn)在有一半的網(wǎng)絡(luò)訂單都是從門店自提。配送可以將網(wǎng)絡(luò)和門店更緊密地結(jié)合起來，這樣，沃爾瑪?shù)拈T店實際上轉(zhuǎn)變成了配送中心。網(wǎng)絡(luò)訂單可免費運至沃爾瑪門店或聯(lián)邦快遞（FedEx）的營業(yè)點，然后再送到顧客家中，還有些商品可以當天從門店提貨。“快，更快，最快”成了沃爾瑪?shù)淖钚抡摺?/p>

????想象一下，內(nèi)布拉斯加州埃爾克霍恩的一位顧客早上訂購的全棉床單，下午就到了幾英里外的奧馬哈購物中心。當天送貨是網(wǎng)上購物的終極夢想，只有為數(shù)不多的商家，如諾德斯特龍（Nordstrom）和巴諾（Barnes & Noble）在特定城市嘗試過這種做法。安德森稱，沃爾瑪正在考慮這樣做，但還不會承諾這一點。至少現(xiàn)在不會。

????他說：“我們正在試驗這種方式，但不會全面鋪開。只能說有這種可能性。”

????免運費同樣也是消費者希望看到的，但沃爾瑪還沒有完全做到。波士頓網(wǎng)絡(luò)行為研究公司Compete的數(shù)據(jù)顯示，如果訂單免運費，3/4的消費者將增加網(wǎng)購。但沃爾瑪在這個問題同樣搖擺不定。

????安德森說：“運至家中不是100%（免運費），但已經(jīng)非常接近這個水平。我知道免運費對客戶很重要。”

????沃爾瑪已經(jīng)做好了準備，迎接超大購物中心時代的逝去。雖然沃爾瑪仍然計劃在美國開設(shè)更多的新店，但即使是沃爾瑪自身也坦承，這些商店“比我們過去建的大型綜超規(guī)模都要小”，Wal-Mart Realty的總裁凱倫?羅伯茨在10月份的股東和分析師電話會議上如是說。與此同時，純網(wǎng)絡(luò)零售商亞馬遜今年秋季在紐約長島開出了首家實體店Beauty Bar。雖然這家店沒有冠以亞馬遜品牌，但它是邁向整合銷售模式的一次試水，因此引起了華爾街投資界的密切關(guān)注。

????"What Wal-Mart has is thousands of distribution points around the country with their stores, and that's their advantage," said Charles Grom, a retail analyst with Deutsche Bank Securities in New York. "I don't think they have a lot of time to experiment with @WalmartLabs and they need to move quicker than they are."

????To grow its online revenues, e-commerce needs to be prioritized into the Big Box culture. But that will be a huge shift from the way Wal-Mart has been run up until now.

????"We didn't talk about dot-com in the stores," says Joel Anderson, who took the helm as president of Walmart.com less than four months ago after serving as SVP of Wal-Mart's northern plains division. "And you've got to make it top of mind, so when we're out of stock in the store, the very next sentence is we can get that for you online. When that's part of incentive pay and bonus, it changes [store employees] behavior."

????Starting in February, Wal-Mart will credit team members with online sales picked up in stores, and also online sales delivered within a store's set physical area. Anderson says half of online orders are now picked up in stores. Shipping also integrates online and stores more, by effectively turning Wal-Mart stores into distribution hubs. Web orders can be shipped to a store or a FedEx location for free, shipped to a home, or, on eligible items, picked up that day from a store. "Fast, faster, fastest," is the new policy.

????Imagine cotton sheets ordered by a customer in Elkhorn, Ne. in the morning, arriving that afternoon from one of its Omaha Supercenters just a few miles away. Same day shipping is the Mecca of online commerce – only a few brands, such as Nordstrom (JWN) and Barnes & Noble (BKS), have tried it in select cities. Anderson says the retailer is looking at that option -- but still won't commit. At least for now.

????"We're experimenting with that, but it's not in a rolled-out format," he says. "It's a possibility."

????Free shipping is another service that consumers want, but Wal-Mart has yet to adopt completely. Still, three out of four customers would make more purchases online if their orders were shipped free, according to the Boston-based online behavior research firm, Compete. But Wal-Mart is still hesitating on that as well.

????"To the home isn't 100% [free shipping,] but it's getting darn close," says Anderson. "I get that free shipping is important to the customer."

????Wal-Mart is preparing for the end of the Big Box era. Although it still plans to open more stores in the U.S., even Wal-Mart notes these "are smaller than the larger Supercenters we've built in the past," said Karen Roberts, president of Wal-Mart Realty during its shareholder and analyst call in October. And this comes as pure-play etailer Amazon (AMZN) launched its first storefront called Beauty Bar in Long Island, NY this fall. While not branded Amazon, it's a toe in the water towards a hybrid model that Wall Street is eyeing closely.