Building a product focused customer experience: Walmart gives digital storefront a revamp

Walmart is rolling out a redesigned website and mobile app homepage.

In an online post, Tom Ward, Executive Vice President and Chief eCommerce Officer, Walmart U.S., says: “The new homepage offers a product focused experience that better mirrors the way our customers love to shop, highlighting the items that matter most to them at any given moment – whether it’s game day or holiday.”

“The feature packed homepage has rich imagery, live video and is optimised to better bring Walmart’s massive assortment to life, including a new social inspired scroll so customers can browse our selection just as they’d scroll their favourite social media apps.”

“Hats off to the Walmart Global Tech, Product and Design teams that collaborated closely to envision and bring to life this dynamic new way to discover and shop walmart.com.”

He adds: “We put our customers first, and this new homepage is just one more way we’re improving the online shopping experience to make it more compelling to shop with us while saving our customers time and money.”

“But this new experience doesn’t just benefit our customers. It also provides our suppliers and Marketplace sellers new opportunities to showcase more relevant products and better tell their stories, within moments that are top of mind for our customers, as they grow their businesses on walmart.com.”

“And we’re giving our Walmart creators the resources, tools and products to help develop their community and inspire customers as they shop online.”

Metaverse mishaps

Walmart has binned a branded space in Roblox called Universe of Play just six months after a splashy entrance on to the immersive experiences scene.

This follows claims by nonprofit consumer advocacy group Truth in Advertising and other watchdogs that the metaverse game not only blurred the distinction between advertising content and organic content, but also lacked required disclosures and manipulated kids into viewing and interacting with stealth ads.

Walmart said the Universe of Play move was “as planned.”

The US retail giant touted the offering as “the ultimate virtual toy destination,” with products and characters from kid friendly franchises Paw Patrol, Jurassic World, L.O.L. Surprise! and more.

During the launch last year, William White, Chief Marketing Officer at Walmart U.S., said: “”We’re showing up in a big way – creating community, content, entertainment and games through the launch of Walmart Land and Walmart’s Universe of Play.”

“Roblox is one of the fastest growing and largest platforms in the metaverse, and we know our customers are spending loads of time there. So, we’re focusing on creating new and innovative experiences that excite them, something we’re already doing in the communities where they live, and now, the virtual worlds where they play.”

File under ‘interesting failures’, then.