The evolution is happening, and you can be at the forefront of it all. Join Walmart Connect and put our partners, expertise, and data to work for you.
Fall Into Beauty – A gorgeous collaboration
January 01, 2021
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.
+14%
Walmart customers reached
900K
Walmart stores/share of ad-exposed revenue
$71K
Likelihood of purchase by ad-exposed shoppers
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
