The world's largest retailer is banking on a holiday season staple to boost sales: the cheesy holiday rom-com.
Driving the news: Walmart has launched a 23-part shoppable rom-com TV series called Add to Heart (get it, like ‘add to cart’) as part of its push to reach younger consumers. The format allows viewers to buy the clothes, decor, and furniture that is seen on the show.
- The show is currently streaming on YouTube, Roku, and TikTok and features 330 “giftable” Walmart products that can be purchased as you watch the series.
Catch up: Shoppable content is already a hit in Asia, where companies like Bytedance cultivate and promote heavily branded content on social media. North American brands are following by launching shoppable shows and integrating e-commerce into popular series.
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Back in 2020, Amazon launched a fashion reality show called Making the Cut, which allows viewers to purchase the winning outfits with an embedded Amazon link.
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Walmart has also partnered with NBC to bring a similar experience to Below Deck Mediterranean, a hit reality show following a crew that works aboard a mega-yacht.
- This year, Home Depot created Merry and Bright, a home makeover TV show that includes items shoppable by QR codes, hosted by American Idol’s Jordan Sparks.
Why it matters: If Walmart’s holiday rom-com approach successfully drives sales, we could start seeing more shoppable content on streaming and social media platforms.—LA