Unleash a Season of Joy: How Walmart Connects Brands to Shoppers in New Ways This Holiday Season


October 29, 2021
By Kara Rousseau, Vice President, Marketing, Walmart Connect

After last year’s lockdowns, customers are doing everything to make the holidays as magical as possible this season. That’s why Walmart is launching the “Joy. Fully ”, to help customers reflect on things they missed last year and celebrate their full presence at this holiday.

As Walmart Connect recently posted in our vacation notebookFor advertisers, 66% of Walmart shoppers plan to be more attentive to the freebies they give this year, and 67% plan to cook more meals from scratch to celebrate the holidays this season. This means that brands have a huge opportunity to connect emotionally with our customers by bringing meaning and positivity to the season with meaningful – and delicious – experiences. But finding customers where they are continues to evolve, especially as the past two years have sparked dramatic shifts in buyer behavior. Consumers are increasingly discovering products through emerging forms of from content to commerceincluding live broadcasts, publications and advertisable advertisable.

Over the past year, Walmart has successfully tested different forms of content-to-commerce to offer customers new ways to interact with our brand and shorten the distance between inspiration and purchase. And for the first time this holiday, Walmart Connect offers holistic programs that bring together media on our own digital properties, omnichannel integrations, in-store activations as well as new forms of purchasable media through our strategic partnerships.

New omnichannel touchpoints, innovative tools and partnerships to connect customers with trusted brands

Purchasable content

Holiday Live Broadcast: We continue to innovate and chart new territory with Shopping Live Broadcast. With promising engagement, increased viewership and positive store signals, Walmart will continue to inspire shoppers this holiday with a series of on and off-platform live broadcasts with various publishers, well-known influencers, and Moreover.

Purchasable Recipes: As part of the “Joy. Fully” campaign, “Taste. Fully” will amplify mouthwatering food ideas on social platforms. On Pinterest, we’ve co-created innovative buying experiences for the first large-scale shopping recipe launch with partner vendors like General Mills, Kraft, and PepsiCo. The initiative inspires with delicious cooking and baking recipes, and gives customers the ability to seamlessly add an ingredient recipe to their Walmart cart and purchase with just a few clicks. And thanks to the exclusive Pinterest Trend Badge program – which leverages high-growth searches with the official Pinterest Seal of Approval – Walmart Connect promotes these buy-to-buy recipes to inspire users with the most relevant and most seasonal ideas. current, such as “easy bite-size desserts” which are up 462% year over year.

Market-first interactive AR shopping experience

We’ve partnered with Facebook to launch the industry-first AR lens retail experience that will make the vacation finding and shopping experience even more fun by combining the best of facial recognition AR with Walmart’s unbeatable assortment of products. Customers can use this interactive experience to research holiday gift ideas from brands such as Google, Nintendo, The LEGO Group, Samsung, and Straight Talk Wireless, and use only their facial expressions to identify items that elicit their joy. Then, directly from the AR lens, customers can visit Walmart’s Gift finding experienceto purchase these products and more.

“Over the past year, General Mills has placed more emphasis on the concept of connected commerce – which is about building brands in the physical and digital worlds. Fueled by data, digital capabilities, measurement and execution, this approach allows us to be part of the consumer journey and drive the differential growth of our brands, ”said Sri Rajagopalan, Omnichannel Commercial Director of General Mills. “The partnership with Walmart Connect and its growing omnichannel capabilities allows us to continually expand our reach with Walmart customers and meet the buyer in multiple locations. ”

As the # 1 retailer in the United States – and a leader in retail media – Walmart is uniquely positioned to help brands find and reach shoppers where they are to create meaningful experiences with customers. during the holidays. Brands that partner with Walmart Connect for their vacation campaigns can expect incredible performance during the season. For example, our Q4 2020 campaigns in the Food, Apparel, Consumables and Toys categories saw their reach increase by 13% and their ROAS higher by 20%.* compared to a non-holiday quarter. With our newly expanded capabilities, partnerships, vendor integrations and customer activations, we’re excited to unlock an even wider range of omnichannel touchpoints this holiday to connect brands with customers through innovative technologies and social content. inspiring.

* Part 1 data from Walmart, October 2021


Walmart inc. published this content on October 29, 2021 and is solely responsible for the information it contains. Distributed by Public, unedited and unmodified, on October 29, 2021 01:10:16 PM UTC.

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