What Walmart’s First Shoppable Series Says About the Future of Ads | WSJ

The Wall Street Journal

5 Dec 202304:55

Summary

TLDRWalmart's new series, 'Add to Heart,' merges entertainment with shoppable content, allowing viewers to purchase featured items directly from the platform while watching. This innovative approach reflects a shift in marketing strategies, as brands seek to capitalize on consumer engagement through social media and streaming services. With each episode showcasing Walmart products seamlessly integrated into a holiday romcom storyline, the series aims to enhance viewer experience while driving sales. Despite the trend gaining traction in China, shoppable content is still emerging in the U.S., focusing on creating compelling narratives to attract younger audiences.

Takeaways

🎬 Walmart's new series 'Add to Heart' combines entertainment and shopping, offering viewers a unique experience.
🛍️ Viewers can purchase over 330 items featured in the series directly from platforms like TikTok, Roku, and YouTube.
💡 The term 'romcommerce' highlights the merging of romantic comedy and e-commerce.
📊 Walmart measures consumer engagement through three key metrics: cart additions, purchases, and post-viewing interest.
🔗 The series features shoppable product tiles integrated into each three-minute TikTok episode.
🖥️ Roku users can shop by interacting with their remote, allowing seamless purchasing while watching.
📺 Walmart's partnership with NBC/Universal enables shoppable experiences in other popular shows like 'Below Deck Mediterranean.'
🌐 Shoppable content is gaining popularity globally, particularly in China, but is still emerging in the U.S. market.
📈 The shift towards first-party data relationships is a response to changes in privacy regulations impacting ad tracking.
🤝 Other retailers, such as Home Depot, are exploring similar shoppable content strategies, indicating a trend in the industry.

Q & A

What is the title of the new series being promoted by Walmart?
-The title of the new series is 'Add to Heart.'
How does Walmart describe the genre of 'Add to Heart'?
-Walmart describes the genre as 'romcommerce,' which combines elements of romance and commerce.
On which platforms can viewers watch 'Add to Heart'?
-'Add to Heart' can be watched on TikTok, Roku, and YouTube.
What are some features of the episodes in 'Add to Heart'?
-Each three-minute episode features 10 shoppable product tiles, allowing viewers to purchase items directly while watching.
What is Walmart's approach to measuring consumer engagement with the series?
-Walmart measures engagement by looking at whether people add items to their cart, if they purchase them, and if they return to purchase items later.
What are some examples of products showcased in 'Add to Heart'?
-Almost all items in the series, including outfits and decor, are sourced from Walmart and are chosen for being trendy and giftable.
What challenges do companies face with shoppable content in the U.S.?
-Shoppable content has been slower to gain traction in the U.S. compared to China, and companies are still developing norms and routines for consumer behavior.
How is Walmart's 'Add to Heart' part of a larger marketing strategy?
-'Add to Heart' is part of Walmart's social commerce strategy, which includes partnerships with media companies to create shoppable content.
What triggered many companies, including Walmart, to shift away from cookie-based ads?
-Apple's privacy change in 2021, which restricted user tracking, prompted companies to seek more first-party data relationships with consumers.
What is the expected outcome for Walmart from the 'Add to Heart' series?
-Walmart anticipates learning from consumer interactions with the series to refine its shoppable content strategy and potentially increase traffic and sales.