The upgraded website is personalized based on a user’s local Walmart store.
Shoppers can expect additional features to be introduced in the coming months, including a “fashion destination” with items from Hudson Bay Co.’s Lord & Taylor department store chain, said Marc Lore, president and chief executive officer of Walmart U.S. eCommerce.
“We want each category to feel like you are shopping a specialty store, and we plan to build out these specialty experiences for other categories starting later this year,” Lore wrote on Walmart’s website in a post announcing the rollout.
The redesigned site is consistent with Walmart’s ongoing efforts to become the world’s leading omnichannel retailer.
“Every single day, busy families trust us to make shopping faster and easier for them in stores and online,” wrote Lore. “It is a dramatic step-change for us.”
Walmart’s redesign builds on its new landing page for home shopping that debuted earlier this year. The overall goal is to make shoppers feel as if they are browsing a niche shop when they look through different categories on the website, according to Lore. The redesigned site features advertising placements that are more subtle and blend into the overall aesthetic. The new website is less cluttered than the one it replaces, and deploys more modern fonts, softer colors and clearer imagery.
“The customer is at the core of everything we do, so it won’t surprise you to hear that our customers helped us make these changes,” Lore wrote. “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.”