Walmart Invests In ‘Shoppertainment’

Walmart is increasing investment in ‘shoppertainment’ by bringing more shoppable live stream experiences to its U.S. customers. In December, the retailer partnered with TikTok to bring a shoppable live stream experience to U.S. TikTok users for the first time. The TikTok community shopped while engaging with their favourite creators. During the event, Walmart netted seven times more views than anticipated and grew its TikTok followers by 25 per cent. “With that kind of demand and positive response, we’re going to give TikTok users more of what they want – another live stream shopping event,” says William White, chief marketing officer. The next live stream will be the ‘Spring Shop-Along: Beauty Edition’ on the Walmart TikTok channel. For more information about ‘shoppertainment,’ see the April issue of Home Improvement Retailing, coming soon.