In order to attract more online sales, Walmart
Over the course of this past year, Walmart has tried out shopping events on various social media sites. Its very first live-stream event occurred in December 2020, which is when it held a holiday shop-along.
This particular event worked in conjunction with TikTok, which is around the time when Walmart expressed interest in making a deal with this social media platform. Presently, Walmart's Chief Marketing Officer William White said that live events will become an aspect of Walmart that ushers in a much stronger online presence.
"If you think about the number of live-streams that we'll be doing, the number of social commerce partners that we have, we're really building scale at this point," White told CNBC in an interview. He added that Walmart will likely increase its motivation to conduct online livestream events, but he does not have an idea as to how often they will occur, whether in weekly or monthly terms.
Some of the benefits of hosting these online streaming events through Walmart, according to White, are that they offer the opportunity to make Walmart's brand much stronger, create emotional bonds with consumers, and to "shorten the distance between inspiration and purchase."
Walmart will kick-off the events by hosting a Cyber Deals online event on Twitter
All in all, Walmart's move to employ live-streaming events on its platform has caused it to likely move in a more positive direction, in terms of how much it appeals to its consumers. Hosting live events such as shoppable livestreaming ones will surely make Walmart much easier to connect with and to be more easily accessible. In turn, this will attract more consumers all-around, and cause them to be more engaged in the business as a whole.
