Walmart is testing a shopping service geared toward affluent urban consumers and technologies that could be used to deploy cashier-less stores, according to a report on technology website Recode.

The website reports that Walmart’s Store No 8 division, the retailer’s Silicon Valley-based innovation center that seeks to partner with entrepreneurs and others to test new digital initiatives, is behind these efforts.

One of the initiatives, dubbed Code Eight, will seek to provide a personal shopping service for “busy New York City moms,” according to Recode.

Job listings on the Store No 8 website and other online job sites seem to confirm Recode’s report that Walmart is gearing up for the launch of a new service in the New York City area.

“Code Eight is making everyday shopping magical with a highly personalized shopping experience that brings the relationship back to retail and optimizes it for the digital world,” states one recent job listing for a New York City-based position at Store No 8. “Our journey has just begun and we are building a hard-working passionate founding team to join us as we have fun delighting customers, changing the retail landscape and driving technical innovation.”