Walmart: Twitter Livestreams “The Future of Retail”

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In a spirit of living and learning, Walmart said on Monday (November 22) that it is using the knowledge gained from 15 business events that have been broadcast live on TikTok and YouTube over the past year and is doubling its commitment to the social commerce by extending it to Twitter.

“We believe the future of retail lies in social commerce,” Walmart US Chief Marketing Officer Guillaume Blanc said in a blog post announcing the company’s plans to stream more than 30 purchasable events this holiday season across eight different platforms.

Similar to TV infomercials from the ’80s and’ 90s, Walmart’s new 30-minute live-action, celebrity-hosted shows will feature a range of products including electronics, home goods, clothing and seasonal merchandise, as well as special guests and other surprises.

After the launch of Walmart’s very first event on TikTok last December, White said the fun and engaging approach exceeded the company’s expectations.

“The success of these live events and the growth of our business tells us that we are on the right track,” White said in the post, adding that the omnichannel giant would continue to host special experiences that appeal to young customers who meet. to dynamic and immersive environments that allow them to shop in complete transparency while having fun.

The growing influence of social networks

For a company that is often derided for its impersonal supercenters and lack of fashion sense, Walmart has surprised many, and perhaps even itself, by being both an early adopter and an early adopter. an aggressive advocate for social commerce, to the point where she now says she is “leading the social commerce path by creating top experiences for customers.”

Even so, he’s not alone in embracing this new, fast-growing retail channel that’s uniquely qualified to connect with hard-to-reach young, digital-native consumers.

PYMNTS research has shown that the genre has already reached more than $ 27 billion in sales, with social commerce revenues in the United States accounting for an estimated 4% share of domestic sales last year, with additional gains expected. for the foreseeable future.

“Twitter is a platform where we consistently see a high ROI for content at the top and middle of the funnel, so it’s a natural next step for us to explore this new feature,” he said. White said in the publication of the plan to double this digital niche. it didn’t even exist a year ago.

A boost for social networks

While offering great potential for retailers, the next-gen digital marketing trend has also benefited social media sites themselves at a time when they are increasingly under scrutiny by lawmakers and consumer advocates. as to their alleged influences on teenage users.

“We are honored to have Walmart on board as the very first brand to host a live shopping event on Twitter,” said Twitter Chief Customer Officer. Sarah personette said an emailed statement on Cyber ​​Week’s upcoming streaming program. “This is just the first of many live shopping events that we hope brands will be able to bring to market, and we can’t wait for people to watch, chat and shop.”

It’s a mindset and expectations that are quickly becoming a universal truth in retail and social media circles as the intimacy created in this new selling experience rivals and even eclipses what has been seen. in the heyday of television.

“Mobile engagement goes far beyond a simple purchase,” said Newegg’s CTO. Montaque Hou in a company announcement last month regarding its own social commerce expansion plans. “Customers want to hear expert opinions on how products will fit into their lives and engage with those experts in the livestream flow.”

Read more: Newegg deploys live shopping platform on mobile

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NEW PYMNTS DATA: 2021 HOLIDAY SHOPPING OUTLOOK

On: It’s almost time for the holiday shopping season, and nearly 90% of American consumers plan to do at least some of their purchases online, up 13% from 2020. The 2021 Holiday Shopping Outlook, PYMNTS surveyed over 3,600 consumers to find out more about what drives online sales this holiday season and the impact of product availability and personalized rewards on merchant preferences.


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