As many have read in recent news articles, Wal-Mart Stores Inc. announced the plan to close 269 stores globally this year. According to a January 15 Associated Press article, the store closings were announced three months after Doug McMillon, Wal-Mart Stores Inc. CEO, said the retailer would be reviewing its physical stores. The article also stated that the closings were related to Wal-Mart’s desire to enhance its online presence in an effort to compete with Amazon.com.walmart

The AP article also says that the merger of technology teams is designed to help Wal-Mart create a better experience for shoppers who shop in an omnichannel fashion. This announcement came perfectly in time for the DotCom Conference, which was held January 19, 2016 in Bentonville, Ark.

The DotCom Conference brought together retailers, manufacturers, technology companies and advertising agencies to discuss the future of Walmart.com and Samsclub.com. Everything from analytics and how to interpret them to the importance of quality content and how to create it were discussed during the half-day conference. Each speaker presented their own unique perception of today’s shopper and how best to reach them, but they all had one idea in common: Shopper behavior is changing and online information must be maximized to drive sales.

This concept is one that is relatively new, but one that many people are getting behind.