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" ... Navigation is the process of ascertaining one's position and planning and following a route. Shopping is the purchase of goods from stores. Grocery stores are shopping venues that optimize purchasing by steering customers to the perimeters and then to the center, allowing for comparison-shopping and serendipitous purchases. Grocery store shopping is not currently designed to sync with online shopping behaviors or customized apps. Wal-Mart’s approach is the mirror image reverse: its experience is not about shopping: it is about navigation. In essence, Wal-Mart’s navigation eliminates the need for strolling the aisles by using how we shop on its app. Traditional shopping up and down the aisles is out. Pedestrian orienteering is in, with an app replacing a map and a compass. ... "