Walmart is targeting the next generation of consumers with interactive participatory marketing that it hopes to edify its relationship with a new generation of consumers according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.
In what it hopes is branding coup, Walmart recently debuted 2 digital play experiences that tie back into products and the store experience. Going where the digital natives are Walmart is expanding its leadership with new omnichannel options for Gen Z.
Walmart recently introduced two spaces in the popular Roblox platform. Through Roblox, users can virtually explore Walmart Land and Walmart’s Universe of Play.
Is this gaming or a foot in the door of the metaverse? So, Walmart Land features several immersive experiences, such as a virtual store of merchandise dubbed “verch.” The digital space also offers three experiences, including an Electric Island inspired by music festivals, a House of Style with virtual dressing rooms and posing challenges and Electric Fest, a motion-capture celebration with performances by popular artists. On that note, celebrities are part of the entertainment, like Noah Schnapp of Netflix’s “Stranger Things” and country artist Kane Brown.
Then Walmart’s Universe of Play provides content for entertainment and also highlights popular toys ahead of the holiday season. Users in this community can check out different toy worlds and take part in immersive games with branded products and characters. The Universe of Play also enables users to unlock rewards, including coins that are redeemable for their avatar’s verch.
Anyone can freely access Walmart Land on Roblox.com and discover Walmart’s Universe of Play on any device including PC, Mac, iOS, Android, Amazon devices, Xbox consoles, Oculus Rift and HTC Vive.
In case you did not know, by opening up these experiences through the Roblox platform – which claims to encompass 52 million daily users – Walmart is seeking to connect with younger and digitally-active consumers.
William White, chief marketing officer, Walmart U.S., stated, "We’re showing up in a big way – creating community, content, entertainment and games through the launch of Walmart Land and Walmart’s Universe of Play,"… "Roblox is one of the fastest growing and largest platforms in the metaverse, and we know our customers are spending loads of time there. So, we’re focusing on creating new and innovative experiences that excite them, something we’re already doing in the communities where they live, and now, the virtual worlds where they play."
Each week, Walmart has approximately 230 million customers and members visit Walmart’s more than 10,500 stores and numerous e-commerce websites under 46 banners in 24 countries. This will be an interesting first step into the Metaverse for Walmart and a potential bumper branding bonanza.
For international corporate presentations, regional chain presentations, educational forums, or keynotes contact: Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions. His extensive experience as a multi-unit restaurant operator, consultant, brand / product positioning expert, and public speaking will leave success clues for all. For more information visit GrocerantGuru.com, FoodserviceSolutions.US or call 1-253-759-7869
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