Would you watch a customizable cooking show that lets you choose the ingredients?
Walmart Cookshop is an interactive online cooking show that asks viewers to choose the ingredients of a dish and watch and learn as a celebrity host the likes of Pattie LaBelle or Jamie Oliver whips it up. Not only do viewers have the power to decide if they want to learn to make burgers or tacos, they can also choose the setting in which they’ll be serving their dish. For example, in one of Walmart Cookshop’s 22 new episodes, Sofia Vergara and her son, Manolo begin by asking viewers whether they want to have an in-person party or an online bash. From there, users decide if their soiree will be casual or fancy, if they want some party tips or to learn how to make a special dish. Sofia doles out ideas on livening up a video chat, like Karaoke, digital truth or dare, or sending a special goody bag via Walmart curbside pickup and delivery with items like cakes and cookies, while Manolo dishes out an easy ceviche recipe that’s sure to impress guests. After users have had their fill of cooking and party-planning, they have the option to shop the episode, save the recipe, or “play” again with different choices. Episodes can also revolve around themes like Veggie Boost, Shortcut Chef, Tasty, Mystery Basket, and more.
Powered by platform Eko, the choose-your-own-adventure style show not only expands the Walmart brand, it also gives consumers a more direct path to both inspiration and shopping. When Walmart first invested in the platform back in 2018, it aimed to simply attract shoppers and boost digital customer engagement. Now, as the pandemic wears on, the tool takes on new roles as it provides homebound consumers with entertainment, pandemic-safe party ideas, recipes, and more, all while lending viewers some control in a time when circumstances are most likely out of their hands. A Genius brand in both Gartner’s Digital IQ Index: Big Box and Digital IQ Index: Grocery, Walmart wins by focusing on omnichannel at its finest. For example, incorporating incorporating curbside pickup and delivery into online series Walmart Cookshop This way, consumers are given the chance to interact with the brand digitally and physically all at once. These efforts resulted in a whopping 97% growth in e-commerce by July of 2020.
Brands looking to break barriers and stay ahead of the trends should consider synchronizing both physical and digital elements of their marketing strategy and incorporating the power of “you”, the consumer, to add a new layer of connection and customization.