Walmart today began rolling out its new website to customers. The goal of the redesign was to give the site a new look and feel — “cleaner” and “more modern,” according to a company blog post — 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, blogged 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 wrote. 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 and Easy Reorder. Customers can also check the status of orders from their personalized homepage.
Additionally, Lore said new experiences are being introduced by category.
“We know customers shop differently depending on what they are purchasing,” he wrote. Someone who’s shopping for groceries or cleaning supplies will want to reorder the same thing they got last time with a minimum of friction, while someone who needs a new couch will want to browse and be inspired.
The home specialty experience has already launched, while the fashion destination will roll out this month. Lore said it will feature relevant, bold imagery and seasonal stories. The Lord & Taylor flagship store announced in 2017 will be rolled into this fashion destination, he said, with specialty experiences becoming available in additional categories later this year.
The website was developed with input from customers as well as from current and prospective brands, which Lore said will be able to tell their stories more easily on the new Walmart.com.