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Challenge //
Re-imagine the Walmart Fresh Produce Department Customer Experience. Create an omni-channel experience to help Walmart shopper overcome the barrier that Walmart produce is not as fresh as “grocery store” produce.
Solution //
Concepted an Omni Shopper Journey that integrates AR (Augmented Reality) to raise a higher level of awareness of fresh and connect shoppers with messaging and content around “fresh”, “picked by you”. The idea was to weave the creative look and feel, messaging, and tactics together through off-line and online experiences with the narrative inspired by local produce stands, local farmers markets, local farms, creating a more authentic look, feel, tone by incorporating a more hyper local approach to the creative and interaction. Inspired by the local family owned farms, produce stands, local farmer markets, the look and feel of wood pallets and hand painted chalkboards and big, bright, fresh produce helped tie this all together. In addition to the new look, we also concepted an omni shopper experience utlizing in-store and online tactics. “Try it. Rate it. Win it.” was a program that would inspire shoppers to try the fresh produce while in-store during promoted retail-tainment events, giving shoppers the opportunity and incentive to rate, review, and share in-store through Augmented Reality or live in-store demo utilizing a live in-store interview with a Walmart TV personality acting as the Fresh Produce Ambassador. Shoppers would have the opportunity to see for themselves first hand as well as have the chance to sign up as Walmart Fresh Produce Ambassadors. In return they could be entered into various contests to win instant Walmart Gift Cards or even Fresh Produce for a Year.
Results // Walmart has since undergone initiatives to revamp the customer experience for their shoppers within the Fresh Produce Department as well as others areas of the store.