Walmart’s CMO Leans Into ‘Social Commerce’ With A New Shoppable Vacation Livestream On TikTok

Walmart and TikTok have teamed up to create a shoppable vacation livestream show for video sharing … [+] App.

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As retailers look for new ways to connect with younger online shoppers this holiday season, Walmart is developing a new way of promoting the TikTok era.

This morning, Walmart announced plans to test TikTok’s new shoppable product features in the form of a live-stream variety show. The virtual event, entitled “Holiday Shop-a-Long Spectacular,” will take place on December 18th on Walmart’s TikTok site. Led by TikTok star Michael Le, ten creators will entertain viewers while they wear Walmart clothing. Along the way, the app shows pins that viewers can use to add items to their Walmart shopping cart without leaving TikTok.

According to William White, Walmart’s chief marketing officer, the collaboration came together in just a few weeks and will be the first stoppable livestream on the platform. It’s also an opportunity for Walmart to experiment with ways to “shorten the distance from inspiration to purchase.”

TikTok isn’t the first social media platform to add shippable content: competitors like Snapchat and Instagram have been developing their own tools for years, but TikTok’s livestream capability is uncharted territory.

“Today’s consumers are increasingly looking for purchases,” White Forbes said in an interview. “I think if it’s their behaviors that drive it, the platforms that drive it, I think as a space we are moving in that direction. And I think you’re seeing more and more platforms and more and more consumers heading into the social commerce realm. “

With the pandemic changing the 2020 holiday shopping season, Walmart has made some changes to its digital advertising and retail strategies. In addition to closing the store on Thanksgiving instead of holding the usual Black Friday monster sale, the company split the annual event into three separate days to help regulate traffic flow in the pandemic, while following the trend of letting shoppers start earlier this year.

“As a brand, we’ve been with TikTok for over a year,” he says. “I think some of them [creators] We have worked with them before, but as students of the game we recorded who we think the right people are for our brand, people who talk to fashion, because that’s what we talk about here, people who are representative of our customers are. You will see a range of ages and races, and we cover the range of who our customer is on the platform. “

Walmart also partnered with TasteMade last month to create shoppable videos featuring two new vacation episodes from the Struggle Meals platform series.

Along with some of TikTok’s “megastars”, White, who joined Walmart in May after leaving his position at Target as Senior Vice President of Marketing, Walmart says Walmart’s shoppable show will also be others that are more “up and coming.” .

Walmart isn’t the only company stepping up its e-commerce strategy this year: A newly released forecast from GroupM shows that CPG makers saw retail sales through e-commerce channels grow 277% in Q2 2020 . Overall, GroupM estimates that global retail e-commerce will total $ 3.9 trillion in 2020, representing 17% of the equivalent global retail sales. This boom has led the company to estimate ecommerce retail sales at $ 10 trillion by 2027. However, this could be higher if current trends accelerate. (However, the U.S. Department of Commerce says retail sales were down 1.1% last month, the first monthly decline since spring.)

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