Targeting Gen Z Consumers, Walmart Announces Its Virtual Store on Metaverse

US retail giant Walmart plunged into the metaverse. (Photo; Doc. Unsplash)

JAKARTA – Walmart, a US multinational company that operates a hypermart network recently announced a leak of its virtual store in the metaverse. This is the result of a partnership between Walmart and the metaverse game platform Roblox.

In the Roblox metaverse, the US retail giant presents Walmart Land which is a virtual store featuring a variety of items including fashion, entertainment, and beauty. For information, Walmart Land carries the appearance of the physical store and the official website of Walmart.

Not only that, Walmart also presents Walmart's Universe of Play. This is a virtual space equipped with various virtual games. Both Walmart Land and Walmart's Universe of Play offer entertainment and interactive content to the 52 million daily users of the Roblox community.

Walmart's first activities in the metaverse included hot air balloon dropping toys and festivals featuring popular music stars. Walmart will also offer virtual or "verch" merchandise for users to purchase.

According to DailyCoin, the retail chain hopes that their foray into the metaverse can help companies reach more shoppers, especially those who are turning to online shopping during the pandemic.

In addition to games and merchandise, Walmart will host live music events that can be purchased via YouTube, TikTok, and Twitter. Walmart also partnered with Meredith, the media company that owns Allrecipes, Parents, and Better Homes & Gardens to create exclusive recipes.

Walmart Launches Augmented Reality

The efforts of the US retail giant to conquer the hearts of Generation Z are no joke. The company has launched an Augmented Reality device on Pinterest. With these devices, users can virtually equip or decorate their homes with Walmart products before they make a purchase.

“How do we encourage relevance in cultural conversations? How do we develop community and engagement? How do we move the needle from the [point of view of] brand preferences with younger audiences?” said White, as Walmart's Head of Marketing. Furthermore, he said that what Walmart is currently doing is the way it is trying.

Walmart's foray into the metaverse is aimed at conquering the hearts of Generation Z, those aged 25 or younger. However, the company believes that it can learn more about the metaverse. Especially after partnering with Roblox, which is the world's leading metaverse platform.