To bring influencer photos, videos and recipes to its product pages, Walmart is teaming up with Collective Bias and RichContext. The content will appear below the product information and images, and will vary based on the product, Digiday reported.
On a product page for Bigelow Green Tea, for example, visitors can find bloggers’ images of cookies, cakes and muffins made with the product, along with the recipes. In another case, visitors can see photos of influencers who are using Schwarzkopf göt2b hair color or hairspray.
As of now, 30 companies, such as Bigelow and Henkel, have included influencer content on their Walmart pages. One such influencer is Atsuna Matsui, who has approximately half a million Instagram followers. Another influencer, Nicole Weisman, has almost 150,000 Instagram followers.
The news comes as Walmart began rolling out its new website to customers in May. The goal of the redesign was to give the site a new look and feel, making it “cleaner” and “more modern,” according to a company blog post. There are also more local and personalized elements and specialty shopping experiences in categories such as home and fashion.
Marc Lore, president and CEO of Walmart U.S. eCommerce, said that the site will highlight real-life moments with featured photography and will emphasize beauty and design across the channel, leveraging an expanded color palette and font family to add “vibrancy and depth.” But it’s not just about aesthetics, Lore said. At their core, the changes are meant to drive greater localization and personalization for shoppers.
Most of the homepage will be personalized in one way or another, he said. For instance, there will be a section displaying top-selling items based on the customer’s location, as well as a profile of their local store and whether it offers online Grocery or Easy Reorder. Customers can also check the status of orders from their personalized homepage.