Walmart takes deeper dive into beauty with in-store ‘experts'
Walmart is rolling out a new in-store initiative focused on expert and personalized beauty advice.
The retail giant plans to expand a new dedicated “beauty expert” employee role to 425 stores across the United States. by the end of the year as stores are remodeled with Walmart’s Beauty 2.0 redesign, which includes elevated lighting, improved sightlines, a fragrance bar and a new & trending section.
The beauty advisor program is currently being tested in select stores in Texas and Arkansas. The pilot stores have been delivering strong results, a Walmart spokesperson told Chain Store Age.
“Early results from the pilot show strong customer engagement, while also creating a new pipeline for associates to grow into leadership and merchandising roles,” the spokesperson said.
Walmart’s beauty experts, who earn $14 to $35 an hour depending on location, received specialized training at one of 200 Walmart Academy training facilities to help customers navigate skincare, makeup, trends and seasonal needs.
In addition, the beauty associates will receive ongoing monthly and quarterly training materials focused on product knowledge, seasonal needs, customer engagement and top-trending items. They also receive Walmart Beauty Boxes, allowing them to try products first-hand and and offer more informed, credible recommendations to customers.
“Through courses such as Makeup 101 and Customer Engagement 101, they took the time to truly do a deep dive into the world of beauty," Walmart said in a post on its corporate website. “They learned the science behind skincare routines, the art of asking the right questions to understand what a customer truly needs and the techniques to help someone navigate a sea of over 7,000 products to find their perfect match.”
Last year, Walmart launched a pilot program in 40 stores introducing a "Beauty Bar" where customers could explore new products, talk to beauty experts and test samples. The company also said it was spotlighting trend-forward brands online with elevated shopping experiences and editorial storytelling. The beauty bar has now been rolled out to hundreds of locations.
