Walmart and Buzzfeed have joined forces, creating an unlikely partnership that's aimed at targeting the Millennial consumer.
The superstore giant is collaborating with Buzzfeed's Tasty app, and will sell its kitchen tools, appliances and groceries through Tasty's platform, which creates easy-to-make instructional cooking videos for an audience of millions.
Beginning Thursday, Tasty's short instructional videos will feature links to Walmart's products, informing and enabling a consumer to buy the tools that were used in the cooking tutorials. This partnership hopes to expand Walmart's consumer base, while encouraging the growth of the brand's e-Commerce grocery market.
When asked to discuss her thoughts on the new partnership, Walmart's vice president of e-commerce, mobile, and digital marketing, Sumaiya Balbale, told Busisness Insider that "Content and commerce are coming together in more seamless and impactful ways."
Key Themes Behind This Trend
- Content-commerce Partnership
- Companies are partnering to combine content and commerce, creating opportunities for brands to expand their consumer base.
- Millennial Targeting
- Companies are targeting millennials through partnerships with popular digital media platforms, creating opportunities for brands to tap into this demographic.
- E-commerce Grocery Market
- The growth of the e-commerce grocery market is driving partnerships between retailers and content creators, creating opportunities for brands to expand their online presence.
Where This Applies
- Retail
- Retailers are partnering with digital media platforms to drive online sales and expand their consumer base, creating opportunities for disruptive innovation in online retail.
- Digital Media
- Digital media platforms are partnering with retailers to monetize their content and provide a seamless e-commerce experience, creating opportunities for disruptive innovation in online content and commerce.
- Grocery
- The growth of the e-commerce grocery market is driving partnerships between retailers and digital media platforms, creating opportunities for disruptive innovation in online grocery shopping.
