Dive Brief:

• BJ’s Wholesale Club has introduced a wishlist function to its mobile app, according to a press release. The new feature presents shoppers with a customized series of products, and they can build their wishlists by swiping right to accept or left to dismiss.
• The discover feature uses machine learning to create a personalized collection of products based on a shopper’s previous selections using the swipe right or left process.
• The new function is the latest digital innovation for BJ's, which in recent months has updated its website, launched a new app and rolled out dedicated sites for its private label products.

Dive Insight:

Wishlists are a common function on retail apps, but credit to BJ's for making it unique and enjoyable. Game-ifying the experience should encourage shoppers to use the club retailer's app, which was launched last fall with an eye toward a faster, more engaging shopper journey.

BJ's has been active on the tech front lately. The retailer recently hired Naveen Seshadri for the new position of vice president of digital commerce and experience. He was previously chief operating officer at online travel site Lonely Planet and has been charged with expanding BJ’s "omni capabilities" and leading its digital customer experience strategy, e-commerce merchandising, digital marketing, digital insights and analytics. 

This follows the introduction of a new mobile app with an add-to-card coupon feature that automates the coupon redemption process for shoppers. BJ’s also recently unveiled separate websites for two of its private labels, Berkley Jensen and Wellsley Farms, that offer their own shoppable, dedicated experiences.

BJ’s is also trialing a cashier-free checkout system called Express Scan in seven stores. The mobile checkout app operates like those at other retailers, including Meijer, Sam’s Club and Kroger. Customers scan products they wish to purchase while in the store and then proceed to a dedicated pay station. 

On the e-commerce front, BJ's last month partnered with Instacart. The partnership comes after many other grocers have teamed up with the home delivery service, but BJ's has a unique proposition with its assortment of heavy goods. As Costco has recently proved, shoppers like getting those tubs of ketchup and giant jars of pickles delivered to their homes.

BJ's clearly wants to distinguish itself through fun, friction-free shopping. The Massachusets-based company typically gets overshadowed by Costco and Sam's Club, but it still has an opportunity to appeal to digitally savvy shoppers who like to stock up on hot items. Costco is virtually indestructible right now, but Sam's Club has struggled lately, with 63 store closures coming earlier this year. Shortly after the closures were announced, BJ's issued special promotions aimed at Sam's members and invited store employees to apply for open positions.

It could all add up to an IPO for the company, according to The Wall Street Journal. Going public would infuse the chain with much-needed capital and allow it to narrow the gap with its closest competitors. But first the chain needs to get more consumers swiping right on its assortment and its digital innovations.