Walmart Debuts Latest Store Redesign
“We’re using powerful design elements to show off amazing products that wow our customers, and when they see the value, they are proud of their choice and purchase,” wrote Alvis Washington, vice president of marketing for store design, innovation and experience, in a Jan. 27 company blog post.
Walmart unveiled a “Time Well Spent” store experience/redesign in its incubator location (store 4108) in Springdale, Arkansas. The spacious, department store-style design aims to make Walmart a destination where shoppers feel “wowed and proud” when they shop in stores.
Last year, Walmart introduced the first phase of its store redesign, focused on navigation and wayfinding. Washington said feedback was overwhelmingly positive and that nearly 1,000 stores have been renovated with the digitally enabled, airport-inspired design.
Now, Walmart aims to amplify the physical, human and digital design elements in stores to inspire shoppers and elevate the experience. Physical elements include lighting, space enhancements and dynamic displays. According to Washington, visual merchandising experts have highlighted exciting brands and created engaging experiences that bring to life the human element.
Additionally, QR codes and digital screens create opportunities for “digital exploration” and shopper engagement. For example, Walmart’s pet area invites shoppers to scan a QR code to find additional dog bed options, learn about Walmart’s pet insurance service options, or have a 20-pound bag of kibble delivered to their door.
Walmart’s other guiding design principles included:
- Activated corners. Or bold displays at the corners of certain departments aim to lure shoppers in and help them “touch, feel and become a part of the space.” The home department may feature a living room or bedroom set-up similar to one you’d see at a Bed, Bath & Beyond or department store so shoppers can feel a throw pillow or blanket via endcap display.
- Elevated brand shops. Apparel departments highlight private labels and national brands. The baby department greets shoppers with elevated displays showcasing all the items needed as well as unboxed products such as strollers and car seats to test out. The beauty department showcases exciting shops where new and trending items are given a spotlight, and men’s grooming tools can be seen and experienced.
- More space. Additional space in stores gives shoppers more room to explore and discover the breadth and depth of Walmart’s product assortment, which it has optimized to elevate storytelling that draws shoppers in.
Although Walmart said it considered all these new elements in order to make the collective experience unique to its stores, many are comparing the retail giant’s redesign to rival Target and its reimagined store first introduced in 2017 as part of the company’s commitment to invest billions of dollars over three years to refresh hundreds of existing stores. Both stores bring in modern design elements.
Early feedback on Walmart's redesign from shoppers has been positive, according to Washington, who added that Walmart will continue to test, learn and make changes based on shopper sentiment.
