It’s no secret that Walmart is one of the biggest and most influential retailers in the world. But what you may not know is that Walmart is also a trailblazer when it comes to experimenting with new and innovative ways to reach shoppers. From shoppable recipes to livestreaming events, Walmart is always looking for ways to stay ahead of the curve.
William White, Walmart’s chief marketing officer, has announced that Walmart will be partnering with Roblox. He said the experiences are designed with the next generation of shoppers in mind, particularly Gen Z, generally defined as around age 25 or younger. The partnership will serve as a testing ground for Walmart as it considers moves in the metaverse and beyond. White said the company is looking to learn from the partnership.
The announcement was made at Roblox’s virtual Future of Fashion show, which featured looks from top designers that could be purchased in-game with Robux, the game’s currency. Roblox has been working with brands such as Nike, Calvin Klein, and Tommy Hilfiger on virtual fashion shows and experiences.
Here’s why:
The Metaverse is Immersive and Engaging
One of the reasons why the metaverse is so attractive to brands is because it’s an incredibly immersive and engaging experience. Unlike traditional advertising, which can often feel like a one-way conversation, the metaverse allows brands to create an interactive experience that customers can really get involved in. And with more and more people spending time gaming, it’s a great way to reach a wide audience.
It’s a Testing Ground for New Ideas
Walmart is partnering with Roblox because it wants to learn more about how to operate in the metaverse. The partnership will serve as a testing ground for Walmart as it considers moves in the metaverse and beyond. White said the company is looking to learn from the partnership.
This move by Walmart comes as no surprise given that other companies such as Amazon, Nike, and Toyota have all made similar moves into the metaverse recently. As more and more people spend time in virtual worlds, it’s becoming increasingly important for companies to have a presence there so they can reach their customers where they are spending their time.
What Does This Mean for Gen Z?
The partnership between Walmart and Roblox is designed with the next generation of shoppers in mind, particularly Gen Z. This move by Walmart shows that they are trying to reach their customers where they are spending their time—and Gen Z is spending a lot of time in virtual worlds. In fact, according to a report by SuperData Research, 47% of Gen Z spends at least three hours per day in simulated worlds such as those found on Roblox, Minecraft, and Fortnite.
This partnership has the potential to be very beneficial for both Walmart and Gen Z shoppers. For Walmart, it’s an opportunity to learn more about how to operate in the metaverse so they can reach their customers where they are spending their time. For Gen Z shoppers, it’s an opportunity to purchase items from their favorite brands in a virtual world that feels just as real as the physical world.
As we continue to spend more time online, it’s clear that the metaverse is here to stay. And while some brands are still hesitant to take the plunge, I believe that now is the time to start exploring what this brave new world has to offer. After all, as Walmart has shown us, there are endless possibilities for brands who are willing to think outside the box.
