Walmart has unveiled a first look at the soon to be launched updated Walmart.com website.
The new redesigned Walmart.com will start rolling out to customers in the beginning of May, and is said to create a cleaner and more modern digital shopping experience.
Changes to the website include introducing an entirely new look and feel. To bring a more “human element” to the site, Walmart will feature more relatable photography that showcases real-life moments. Beauty and design extend across all items, the company noted, creating more compelling shopping experiences. The site is also expanding its use of color palettes and adding fonts to bring more vibrancy and depth to the site, the company said.
In terms of function, Walmart is adding more local and personalized elements to connect the site features to its more than 4,700 stores across the country. The majority of the homepage will be personalized in some way, the company said. A new section will showcase top-selling items in a customer’s location. 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 programs.
The site will also introduce specialty shopping experiences. “We know customers shop differently depending on what they are purchasing. Customers shopping for groceries and household essentials want to quickly re-buy what they always purchase, while those looking for a new couch want to be inspired while browsing the different options,” said Marc Lore, president and CEO of Walmart U.S. e-commerce.
Walmart has already launched a home specialty experience and over the coming weeks will begin to introduce a new destination for fashion, which will feature relevant, bold imagery and seasonal stories. The Lord & Taylor flagship store announced previously will be a part of this new fashion destination. Walmart plans to build out these specialty experiences for other categories starting later this year.
In addition to customer feedback, Lore noted, “We also considered feedback from current and prospective brands as we look to continue building our assortment. With these changes, brands will have opportunities to better tell their stories on Walmart.com, including new approaches to advertising within seamlessly integrated ads.”