US retail giant Walmart has unveiled its holiday strategy for 2015, centred on a renewed focus on mobile that aims to improve convenience for busy consumers taking care of their Christmas shopping.

The brand is expecting more than 210m visits to its app in November and December this year, up from 18m in 2013, and 75 per cent of the traffic to Walmart.com is expected to come from mobile. As a result, the retailer is focused more than ever on providing an integrated, omnichannel shopping experience for its customers.

“I want customers to be in awe when they see what we have to offer as they walk into our stores or click around our site,” said Judith McKenna, chief operating officer for Walmart US. “Our managers have made a lot of progress to improve the shopping experience before the holidays and our merchants made sure we have the right products in stock. Were delivering the prices customers expect, but weve taken it up a notch.”

As part of its efforts, the company has expanded its order and collect service to enable mobile check-in, so that customers can notify a store as soon as they arrive to pick up their online order, while new branding in stores will help guide customers more quickly to the Pickup service area.

In addition, customers can scan items in store to build a wish list on the Walmart app, as well as searching for someone elses list in order to pick the perfect present.

“Our customers are looking for great deals no matter how they shop with us – whether in store, online or one their mobile device,” said Fernando Madeira, president and CEO of Walmart. “Were building digital capabilities so its faster and easier for them to find the right items at the right prices, and get them delivered quickly to their door or to a store.”