Walmart is teaming up with several celebrities for curated e-commerce.
Walmart is giving online customers a sneak peek at what celebrities — including a star NFL quarterback and an iconic doll with her own upcoming movie — are buying.
The discount giant is rolling out a new, digital-first shopping experience that connects consumers with top items and curated shoppable carts from Kansas City Chiefs quarterback and current NFL MVP Patrick Mahomes, pop singer Becky G and the Mattel character Barbie.
Walmart’s partnership with Becky G includes a livestream shopping event scheduled for Tuesday, July 25, 2023 at 7 p.m. ET on Walmart’s livestream platform and Facebook page, as well as on Becky G’s Facebook page.
The three shopping experiences are available on a dedicated page of the Walmart e-commerce site. Each experience includes links to themed product assortments (such as golf for Mahomes, fitness for Becky G and “pink carpet prep” for Barbie) and a promotional video featuring the celebrity.
Customers can add products from the themed assortment s directly to their online Walmart shopping cart and check out for home delivery or in-store pickup.
“What’s in a shopping cart says a lot about our customers and who they are. It’s more than just a shopping list – carts give us a glimpse into our customers’ passions, interests and what matters most in their daily lives,” Casey Schlaybaugh, VP of brand strategy & marketing, Walmart, said in a corporate blog post. “But do you ever wonder what items your favorite celebrities always ‘add to cart’?
“Through this new experience, we’re making it easier for our customers to discover, share and shop these famous favorites from Walmart,” said Schlaybaugh. “Because while Walmart is the place that has everything, it also has their thing – and the thing for you!”
Walmart pursues digital innovation
Walmart, which said higher-income customers made up nearly half of its sales gains during its most recent fourth quarter, has been actively redesigning its digital shopping experience to feature more next-generation solutions and experiences.
Examples include launching a product-focused home page that features a new “social-inspired scroll” with rich imagery and live video, a text-to-shop option, its TrendGetter tool enables product discovery through digital photos and images, and the expansion of its augmented reality (AR)-based “View in Your Home" feature to over 200 televisions on its iOS app.