Retail chain Walmart has launched a unique app on Facebook targeted at creating a more localised experience for their fans on the social network. For a retailer like Walmart, the social network has proved relatively successful, gathering 9.4 million of their 150-million-strong base of shoppers.

The 'My Local Walmart' app is aimed at targeting customers with offers and promotions from their local Walmart. The aim is to make the store's Facebook presence relevant for customers at a grassroots level. While the app will not be replacing circulars or radio promotions just yet, should a majority of their fans join their Facebook community, it could provide a cost-effective way to communicate with their customers.

The app will provide customised content, but it will not make customers' purchases visible to their friends. The latter is a decision that many online retailers have been struggling with. While providing details is one way to make shopping online a social activity, many users have raised concerns about privacy. Walmart has stated that this new app was borne of feedback from their Facebook community.

Indian retail chains like Shoppers Stop (1.5 million fans) and Pantaloons (over 750,000 fans) could benefit from more localised apps.