Walmart details new interactive store design
Walmart is continuing to rollout and develop its interactive storefronts, with the retailer entering the second phase of the process. The incubator store, located in Springdale, Ark., is a model for how Walmart plans to bring its store environment into the 21st century while promoting its own brands in the process.
“Last year, we announced the first phase of our store redesign that was focused on navigation and wayfinding,” said Alvis Washington, vice president of marketing for store design, innovation and experience at Walmart. “The feedback was overwhelmingly positive, and we now have close to 1,000 stores renovated with this new design to help customers save time in finding what they need. In today’s omnichannel world, customers still want to experience — touch, feel and try — items. So, we’re now aiming to make customers feel wowed and proud when they shop with us.”
The in-store experience, dubbed “Time Well Spent,” is guided by four major design principles.
- Activated corners: Displays at the corners of certain departments aim to pull customers in and help them touch, feel and become a part of the space, allowing them to discover the products Walmart has to offer. For example, the home section may feature a living room or bedroom set up where the customer can squeeze a throw pillow or feel the coziness of a blanket, then find those items onsite to purchase and take home, or order them online.
- Elevated brand shops: Taking a “store within a store experience” to the next level, Walmart will highlight its apparel, both from private label lines and national brands. In the baby department, new parents will be greeted by elevated displays showcasing all the items needed to create at home projects, as well as strollers and car seats that are brought out of the box to allow for test drives. The beauty section of the “Time Well Spent” stores will also showcase shops where new and trending items are given a home, and men’s grooming tools can be seen and experienced.
- More space to discover: In these new reimagined spaces, Walmart says it has purposefully created more space for its customers to explore and discover the collections, and has optimized its assortment to elevate storytelling that draws customers in.
- Digital touchpoints: Finally, using the stores as an initial display of the great variety of products and brands, Walmart can communicate to customers the range of products and services Walmart offers online through the strategic use of QR codes and digital screens. For example, in the pets section, a customer may scan the QR code to find additional dog bed options, learn about Walmart’s pet insurance service options or have pet food delivered to their door.
“Early results show that customers are wowed by the redesign,” said Washington. “I love hearing customers say this is their favorite Walmart store, and it makes me proud to be a part of the team leading this work. We’ll continue to test, learn, and make changes based on what our customers tell us. As we do that, we’ll quickly adjust and deliver an even better, more engaging experience in 2022 and beyond. After all, when customers choose to shop in-store with us, we want them to feel wowed and inspired — and that their time was well spent.”