Walmart, the nation’s largest retailer, is well known not only for its affordable prices but also for its innovations in marketing. The newest one is a shoppable video series. Walmart will debut a romantic comedy commercial series on popular social media to entertain its consumers while offering them shopping options as they enjoy the show.
The RomCom series that includes a shopping experience will debut on December 2, on social media platforms such as YouTube, TikTok and Roku. It will be followed by a reminder on December 5 and December 8.
Titled “Add to Heart” the 23-part shoppable series follows Jessica, who is a New York designer. She is returning home for the holidays. She loses her luggage while traveling to her hometown. She visits a local Walmart and meets an old flame, Javi. Both of them decide to rekindle their relationship over town festivities as well as shopping and decorating.
The holiday series intends to bring its customers into the holiday spirit as it delivers gifting inspiration. It seeks to seamlessly bridge the gap between entertainment and shopping, making both more pleasant than before as both remain favorite traditions during the holiday season.
Mintel reports that nearly half—about 47 percent of consumers in the U.S. have made a purchase using a social media platform and 58 percent would be interested in purchasing through social media. It also reported 46 percent of consumers in the U.S. have made a purchase during a live streaming event and more. Such data has influenced Walmart’s launch of a shoppable video series.
Late last year, MediaPlayNews had reported that a new survey had listed the following as their favorite holiday traditions:
watching holiday movies—72 percent
decorating the tree—66 percent
baking cookies—55 percent.
Walmart decided to create a unique opportunity for its consumers by joining together the tradition of watching holiday movies with shopping and is debuting the series “Add to Heart” in early December.
Earlier in November, Walmart also collaborated with NBC universal for an e-commerce partnership. The new deal allowed web fans of the Bravo show “Below Deck Mediterranean” to shop directly from the giant retailer while watching their favorite Bravo show.
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