Wal-Mart is stepping up when it comes to an enjoyable e-commerce experience. A newly launched website redesign gave the company a new look, bringing more personal touches to such a massive brand. This warehouse store’s website is anything but a warehouse as it now features different imagery, an expanded color palette, and additional fonts. Could they beat Amazon at their own game?
Across the country, Wal-Mart has 4,700+ stores. They bring in more yearly revenue than Amazon, but despite acquiring Jet.com, Bonobos, and Modcloth, Wal-Mart has fallen short in the e-commerce field. The new website could change that.
As digital marketers, it’s important to observe not only the redesign but also the execution of such a task. Wal-Mart seems to be making a smooth transition, making this exemplar worthy of a second look.
What’s in the Redesign?
1. Online Shopping
Wal-Mart has put its focus on making their online shopping experience more personal. One way they do this is through using photos that feature their products in context. Photos now show humans using the products rather than flooding the website with individual product images on white backgrounds. This is a huge step, one that perhaps Amazon with look into for the future.
2. Localized and Personalized
They also feature what products are trending locally. That’s right—the company with thousands of stores and a global reach will pinpoint what products are trending in your specific area. This ties in nicely with their brick and mortar stores, another advantage Wal-Mart has over Amazon.
According to Marc Lore, President and CEO of Wal-Mart U.S. eCommerce, “This area of the site will also feature a customer’s local store profile, including availability of services such as Online Grocery, order status, and Easy Reorder…” Customers will have plenty of information right at their fingertips, enhancing their experience and presumably Wal-Mart’s conversion rate.
3. Product Pictures in Context
Unlike Amazon’s sometimes tone-deaf algorithms for recommendations (just because I bought a doorknob does not mean I am constantly in the market for doorknobs nor that I want emails about them), Wal-Mart will be using your shopping history to show you what you really want.
Lore also stated, “We are beginning to introduce specialty shopping experiences. We know customers shop differently depending on what they are purchasing.” This means streamlined grocery recommendations and creative furniture inspirations, not incessant reminders of a one-time purchase.
Other features include a handy side-navigation, the option to “Shop by Style/Room/Look,” and the opportunity to provide feedback on the “new look.”
What’s in Wal-Mart’s Future?
Wal-Mart’s redesign also includes a partnership with Lord & Taylor for their fashion destination. Wal-Mart wants to build the specialty stores on their websites and establish more partnerships.
Has Wal-Mart raised the bar for e-commerce, or is it trying too hard to be something its not? Will Amazon need to do a similar redesign to give customers the same enjoyable e-commerce experience Wal-Mart aims to give their customers? It’s certainly something to keep an eye on, especially with the back-to-school rush approaching in just a couple short months.
Looking to give your website a makeover, or maybe give it a few touch-ups? Contact Kraus Marketing today to learn how our expert web designers can create an inviting website that showcases your brand and gets those valuable conversions.