Can Walmart Crack The TikTok Code?

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Can Walmart Crack The TikTok Code?

Walmart Inc. may no longer be in the market to acquire a minority share in TikTok’s U.S. operations, but it’s staking a claim to the platform in another way. The retailer tonight will take to TikTok for the second time as the popular platform continues to experiment with shoppable ads and shoppable livestreams, and attracts brands such as NYX and L’Oreal.

The Bentonville, Arkansas-based behemoth became the first mass market retailer to collaborate with TikTok when its Holiday Shop-Along Spectacular was live-streamed on December 18. The event was so successful, it grew Walmart’s TikTok following by 25% and netted seven-times more views than the retailer expected.
“With that kind of demand and positive response, we’re going to give TikTok users more of what they want, which is another live stream shopping event,” said William White, chief marketing officer of Walmart. “We’re giving the TikTok community the chance to shop live for items featured in creator content directly in the app, without having to leave the platform.”

Spring Shop-Along: Beauty Edition will feature new creators such as Gabby Morrison (@/GabbyMorr), who has more than 3.5 million TikTok followers. Morrison and other creators will share their favorite Walmart beauty products and demonstrate their makeup and hair routines, incorporating the items.

During the 60-minute interactive tutorial, viewers will get beauty tips and demonstrations of popular trends, with items from national, Indie and Black-owned beauty brands such as NYX, Maybelline, The Lip Bar, Bliss, Kim Kimble and Marc Jacobs fragrances available for purchase.

Beyond the entertainment and educational aspects, the shopping experience will be seamless. Tapping on any product pin will move items to viewers’ carts, where they can check out during or after the event.

TikTok’s Gen Z- audience appeals to Walmart, while the retailer’s low prices are attractive to the younger cohort. TikTok in October validated itself as a platform for beauty with e.l.f.’s campaign, which garnered more than 1 billion views in the first three days of its launch.

Blake Chandlee, president of TikTok Global Business Solutions, said the platform has been resonating with brands and retailers because it lets consumers discover new products in an immersive way.

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Posted 12 Mar 2021

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