Retrieved from Walmart on September 26, 2022
Peter Adams|Source: www.retaildive.com, September 2022
Interactive virtual spaces going live ahead of the holidays cater to different product interests, with a beauty and cosmetics section among the first.
Walmart is working to shift perceptions of its business among Gen Z with the launch of two Roblox experiences ahead of the holidays. The interactive spaces mark the first time the world’s largest retailer has shown up virtually and are part of a series of experiments that leverage emergent digital channels to nudge young consumers closer to commerce.
“We’re really manifesting the brand in a way that we think is going to excite the next generation of consumers and get them to think of Walmart differently,” said Justin Breton, director of Walmart’s brand experiences and strategic partnerships.
A two-pronged approach on Roblox represents a bid by Walmart to cater to varied product interests among the gaming platform’s 52 million daily active users. One of the spaces, Walmart’s Universe of Play, showcases the big-box store’s toy collection, seeking to inspire visitors to add items they encounter digitally to their holiday wish lists. The world lets people accrue rewards and play five mini-games tied to franchises like “Jurassic World” and “Paw Patrol.” A blimp flying overhead also regularly drops in new toys to keep the experience fresh.
The other offering going live today (Sept. 26) is Walmart Land, a floating island designed in the shape of Walmart’s spark logo. Each of the six sparks is an “isle” embodying a different store shopping aisle. The first, called House Of Style, carries beauty and cosmetics products. Brands on display include pop singer Halsey’s Af94 line, UOMA by Sharon C., ITK by Brooklyn & Bailey, Lottie London and Bubble.
Like Universe of Play, House of Style offers activities that are meant to hook consumers in a deeper fashion beyond browsing. Those include a virtual dressing room, strike-a-pose challenge and a category-themed obstacle course, called an “obby” in Roblox parlance.
“We’re really showcasing these brands in a way that consumers have never been able to see or engage with, with the hopes of, in this particular instance, getting them to think of Walmart as a destination for premium Gen Z beauty products,” said Breton.
“We are certainly not the first brand, but we believe we are the first major retailer, to show up on Roblox and represent a true broad assortment of categorical experiences,” Breton added later.
