Background
In 2019, Walmart saw an opportunity to re-engage and re-educate Beauty customers with an innovative omnichannel experience involving several top advertisers.
Goals
- Drive Beauty discovery and trial.
- Boost online and in-store sales
Solution
Walmart collaborated with advertisers to develop Fall Into Beauty, a 5-week multiple-category experience across Walmart.com and Walmart stores.
Fall Into Beauty
Walmart teams worked together to make Walmart.com/Beauty a prestige beauty destination. Each week focused on a different beauty category. Editorial elements included beauty personas with multiple stories and seamless design across ads and site content. A Zip Code finder directed online customers to Walmart stores, where they could purchase the products.
| A Seamless Beauty Experience | |
|---|---|
| Timing | September 30 - November 3, 2019 |
| Channels | Walmart.com Across the web (select sites and social media) Walmart stores |
| Tactics | Homepage Lockout Custom landing page Custom editorial Live store activations Push notifications |
| Categories | Makeup Nails Skin Care Inner Beauty Fragrance |
| Walmart team collaborators | Walmart eCommerce Beauty Category Managers Fashion Editorial Marketing Walmart Media Group |
Takeaways
- Invest in category experiences and activations to inspire brand discovery and product trial, and to increase sales.
- Include searchable information to direct digital customer to live store events.
Metrics: 3Q, 4Q FY20
