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Walmart believes virtual storefronts are the best way to tap into the vast spending power of Gen Z. Will it work?
Walmart isn’t exactly a beacon of culture, is it? A labyrinth of isles illuminated by florescent lighting and blue and yellow branding doesn’t currently scream Gen Z.
Determined to break into the vast spending power of our generation, however, the supermarket behemoth is willing to change tact – slash, outsource the mission to those who do have some youthful acumen.
Late last month, Walmart launched a virtual storefront called ‘Walmart Realm’. Using insights from Pinterest Predicts, a forecasting report that compiles data on potential viral aesthetic trends, it settled on three thematic pillars to form its digital marketplace.
There’s ‘So Jelly,’ a fantastical coral reef drawing on the slightly odd ‘Mermaidcore’ trend of 2023; ‘Y’allternative,’ a Wild West meets goth glam space – no doubt inspired by Beyonce and Post Malone – and ‘Go Chomatic,’ a futuristic space reminiscent of Lil Nas X’s function get ups. There are plans to revolve and add new themes as the year rolls on.
Each of these spaces plays like a classic point and click game, except there are products floating around in the world that can be purchased. Whether that’s a puffy white sofa for a hefty financial outlay in the jellyfish cove, or an eyeliner bobbing around a desert plaza, Walmart is convinced this is the way to coax young people out of their dollars.
Like the addictive freemium model employed by mobile games users can collect virtual currency to earn rewards like discount codes, and you may spot the presence of recognisable influencers like Mai Pham, Nava Rose, and Makenzie and Malia Fowler throughout Walmart Realm’s marketing.
