Walmart Recruits Influencers to Boost its Online Channels

April Davis By April Davis | 27 Jul 2018

Walmart is looking to increase the appeal of its marketplace by adding influencer content to its main channels.

The multichannel department store has been ramping up its online offerings in the past few months, with its new influencer program the latest update to its e-commerce store’s product pages.

Imagery from influencers is now appearing below the standard product images and descriptions, and show prominent personalities using or showcasing the products in a real-life application.

Walmart online

Walmart has started including influencer images on its product pages.

Walmart first started adding influencer images to its product pages back in June, and so far the business has reportedly included the imagery with 30 of its products, including the likes of Henkel and Bigelow. Some of the influencers that have been recruited to build out product pages include Atsuna Matsui, a beauty influencer with half a million followers, as well as lifestyle blogger, Abril from The Color Palette.

The new influencer program forms a broader part of its new “lifestyle” approach to online shopping. The company re-designed its website back in May, with the new look site aiming to offer consumers a “cleaner and more digital shopping experience”.

As part of the website’s new look and feel, the retail giant introduced a more “human element” to the site by showcasing imagery that’s revolved around real-life moments.

“Our goal is to make it compelling for customers to shop for whatever they are looking for – whether they’re looking for diapers, laundry detergent or a new dining room table,” the company’s CEO of US e-commerce, Marc Lore, wrote in a blog post at the time.

Walmart has also been ramping up its online presence in a bid to compete with the likes of Amazon, as it went head-to-head with its online competitor in a bidding war to obtain a controlling stake in Flipkart. The department store chain won out against Amazon in May, securing a 77 percent stake in the Indian marketplace for US$16 billion.

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