Walmart is an American multinational retail corporation that operates a chain of hypermarkets, discount department stores, and grocery stores. They are trying to get a sense of familiarity for their customers by adding influencer’s contents on their website.
Influencer’s contents including blogger’s website, picture, recipe will appear on product detail page and you can even download their recipe.
Let’s take a look at this got2b’s product page on walmart.com.
got2b is a popular hairstyling product company and you can see the picture of influencers actually holding their products in the picture.
This integration started this June. As of now, we can find influecer’s contents such as Mondelez, Henkel, Bigelow and 30 other companies’ product detail page and there will be more and more influencer contents on walmart.com.
Amazon vs Walmart
Amazon is an American electronic commerce and cloud computing company based in Seattle, Washington. Since amazon continues to impress with rapid growth, it is almost impossible to think our life without amazon.
Walmart, facing pressure for amazon, is doing everything in its to power to stay competitive.
In this May, Walmart changed website to more life style theme and using an influencer marketing is part of their strategy.
Amazon, on the other hand, already tried an influencer marketing before and failed. Agency and buyers stated that Amazon Spark, amazon’s social feed where influencers are meant to post honest review of products bought from Amazon.com has not caught on with brands or influencers. The reason was platform hasn’t taken off because there was no ROI.
Walmart’s new strategy
There are another ways to cozy up influencers. Starting in July, the agency began working with brands that sell on Walmart.com to embed buy buttons from Walmart.com into influencer blogs.
So far 15 blogs, ranging from food-themed blogs like The Craft Patch and beauty themed blogs like The Color Palette, have embedded Walmart buy buttons into their posts.
Collective Bias is currently charging companies $15,000 to place Walmart.com buy buttons into 15 blog posts.
