Dive Brief:
- Walmart Realm is being updated with various new immersive storefronts, Justin Breton, Walmart’s head of brand partnerships and emerging experiences, announced last week on LinkedIn.
- The retailer is starting with a K-pop era theme, followed by Lo-Fi Playing, Rodeo Dreams, Nature Breaks, and Group Woosah.
- The refresh supports Walmart Delivers, the company’s in-real-life mobile pop-ups appearing in cities nationwide where shoppers can have interactive experiences including photo booths and giveaways, Brenton said.
Dive Insight:
With its Realm update, Walmart aims to draw in more Gen Z and Gen Alpha shoppers.
Since the immersive shopping platform launched last year, the virtual space has attracted “millions of younger shoppers,” Breton said. The space facilitates discovery and connects consumers with creator-curated products, mini-games and trend-based storytelling.
“By blending cultural relevance, interactivity, and delivery convenience, Walmart Realm and Walmart Delivers are redefining what it means to shop at Walmart,” Breton said. “We’re transforming us into a go-to destination for premium, trend-driven products that meet customers where they are.”
Brenton pointed to data regarding young shoppers, including Gen Z commanding over $360 billion in spending power in the U.S., and nearly half of the generation engaging in immersive digital experiences.
A year ago, the company introduced a selection of dorm room products on Walmart Realm with five immersive virtual dorm rooms ahead of the back-to-school season. Last November, the retailer added four new virtual environments inspired by Pinterest and TikTok trends.
