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05/21/2021

Walmart joins Pioneer Woman and Facebook for livestream event

Dan Berthiaume
Senior Editor, Technology
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Walmart’s latest livestream shopping initiative involves a lifestyle influencer and a social media giant.

On Thursday, May 27, social/TV influencer Ree Drummond, also known as “Pioneer Woman,” and her daughter Alex Scott will demo some of their favorite products from the Walmart-exclusive Pioneer Woman collection in a new livestream shopping event on Facebook. 
 
Viewers will be able to engage directly with both Drummond and Scott by asking questions during the event. Drummond will share the inspiration behind some of the top Pioneer Woman Collection products and give viewers a chance to purchase items exclusively available during the event.
 
Walmart has been experimenting with different video-based shopping offerings since fall 2020. These include multiple events hosted on the TikTok short video platform, as well as a new TV and social shopping campaign it is running with SoYummy TV. 

Meanwhile, Facebook has been offering retailers the chance to conduct livestream shopping via its platform since bringing Live Shopping, a function designed to make it easier for consumers to directly shop from videos in real time, out of pilot with Anne Klein in November 2020. The social media giant is also conducting Live Shopping Fridays, a promotion featuring shoppable live videos from beauty and fashion brands, during summer 2021.

"Live Shopping combines the fun of live video with the convenience of online shopping and offers businesses the unique opportunity to connect with their customers in a truly engaging format,” said Nada Stirratt, VP, global marketing solutions, North America, Facebook. “We're so thrilled to work with Walmart on their upcoming Live Shopping stream, which will feature the latest products from Ree Drummond and create an entertaining environment to engage with their shoppers."