Discount giant banks on recipe video app to drive online orders
Walmart has a “Tasty” new way to reach online shoppers — especially those among the millennial generation.
Starting Thursday, customers watching videos on BuzzFeed’s Tasty recipe video app will now see direct links to the kitchen tools, bakeware, and appliances — from a slow cooker or a nonstick pan to measuring cups —needed to create a dish. All merchandise, which is supplied by Walmart and its online arm, jet.com, can be ordered directly through the social media app.
Here’s how it works: While watching a video, users can scroll down to see the tools needed to prepare the meal. Viewers simply hit “add to cart,” and place their online order through Tasty. Merchandise is delivered by Walmart.
The discounter is already planning to expand the service early next year with the addition of groceries, and the option to use its online grocery pickup to retrieve orders, according to Walmart.
The partnership gives Walmart exposure to a vast customer base — the recipe app has more than 65 billion video views and is the biggest franchise on Facebook with over 90 million followers. It is also a “go-to” destination for recipe inspiration among millennials — which is natural extension of Jet’s target audience, Walmart said.
This is also the first time that Walmart and Jet are coming together for an exclusive partnership with a media outlet, according to Business Insider.
Starting Thursday, customers watching videos on BuzzFeed’s Tasty recipe video app will now see direct links to the kitchen tools, bakeware, and appliances — from a slow cooker or a nonstick pan to measuring cups —needed to create a dish. All merchandise, which is supplied by Walmart and its online arm, jet.com, can be ordered directly through the social media app.
Here’s how it works: While watching a video, users can scroll down to see the tools needed to prepare the meal. Viewers simply hit “add to cart,” and place their online order through Tasty. Merchandise is delivered by Walmart.
The discounter is already planning to expand the service early next year with the addition of groceries, and the option to use its online grocery pickup to retrieve orders, according to Walmart.
The partnership gives Walmart exposure to a vast customer base — the recipe app has more than 65 billion video views and is the biggest franchise on Facebook with over 90 million followers. It is also a “go-to” destination for recipe inspiration among millennials — which is natural extension of Jet’s target audience, Walmart said.
This is also the first time that Walmart and Jet are coming together for an exclusive partnership with a media outlet, according to Business Insider.