Walmart aims to boost spending with its new shoppable movie

In the United States, this holiday season features the launch of Walmart's first shoppable feature film, 'Jingle Bell Love,' which is available for streaming on The Roku Channel. This represents Walmart's biggest push to encourage holiday shopping while viewers are watching television. Building on their previous experience with 'Add to Heart,' Walmart is seeking to enhance the shopping experience by allowing viewers to buy relevant products directly from the movie. In 'Jingle Bell Love', there are two specific moments featuring shoppable overlays with five Walmart products that viewers can purchase directly on their televisions. Walmart's arrangement with Roku was strategic, as a significant portion of Roku's audience comprises Walmart shoppers. Walmart's efforts are aimed at adapting to the evolving consumer behavior, especially as they have discovered that a substantial number of shoppers from Roku are new to the Walmart online shopping platform. Adaptations such as linking Walmart and Roku accounts have been introduced to ease the shopping process, addressing challenges like the naturally non-shopping behavior of TV viewers. Furthermore, Walmart plans to further its shoppable TV initiatives in partnership with NBCUniversal by integrating shoppable ads into high-profile events such as the Thanksgiving Day NFL game, catering to the changing retail landscape and enhancing customer engagement.