With interactive video company Eko, Walmart introduced Walmart Cookshop, a new interactive cooking video series that lets viewers purchase products and ingredients as they watch. The site shares 22 how-to cooking videos featuring the faces of chefs and celebrity hosts like Sofia Vergara and her son, Manolo, Jamie Oliver and Patti LaBelle.
Unlike televised cooking shows or standard video recipes shared online, these ones incorporate a choose-your-own-adventure element, as viewers can make customizations as they go. In one video for veggie quesadillas starring Jamie Oliver, viewers can choose to add scallions, bell peppers, or enhance the recipe with both.
The shoppable videos give people the ability to select their nearest Walmart location and arrange for pickup or delivery.
Why This Trend Is Growing
- Interactive Video Shopping
- Integrating e-commerce with interactive video content creates new opportunities for personalized customer experiences.
- Choose-your-own Adventure Video
- Adapting the concept of choose-your-own-adventure to video content creates engaging and personalized experiences for viewers.
- Celebrity-hosted How-to Videos
- Featuring celebrity hosts in how-to videos can help to attract and engage new audiences.
Industries Being Reshaped
- Retail
- Integrating e-commerce with interactive video content can enhance the online shopping experience for customers.
- Food and Beverage
- Creating interactive cooking videos with celebrity hosts can drive interest and engagement with food and beverage brands.
- Media and Entertainment
- Choose-your-own-adventure style videos offer new opportunities for media and entertainment companies to engage audiences and provide personalized experiences.
