That’s right 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.
Most
the readers of this blog will have to ask their kids or grandkids to go online
and give them a try on Roblox.com.
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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