Walmart.com Gets a Refresh
Walmart.com is getting a new look, but e-commerce professionals will likely notice a lot of its most prominent features.
For two years, Walmart's team has been working on building its e-commerce platform from the ground up - and the results include more sophisticated personalization and recommendation engines, according to Ben Galbraith, VP, Global Products, Walmart Global eCommerce.
Consumers will most likely notice the personalization features on the Walmart.com homepage, which will feature recommendations that are personalized to each visitor. Throughout the site, much more of the content will be based on customer history with Walmart. According to Galbraith, Walmart has also increased the quality and frequency of the personalized item recommendations it makes throughout the site.
"These recommendations may be based on a customer’s past searches or purchases on the site, but we can also suggest items that other customers typically buy along with the item a customer is shopping," wrote Galbraith. "We’re able to deliver much more relevant suggestions because we are now able to draw from the massive trove of data from both online and store purchases."
When it comes to cross-device friendliness, the new design started from the baseline of small tablets, optimizing it for that form factor, and then the team carefully considered how each area of the site could adapt itself to take advantage of larger screens with different input mechanisms (e.g., fingers versus mice) when available. Walmart plans on discussing smartphone-optimization later on.
New elements coming soon include:
• My Account: Re-designed experience with improved access to order status, purchase history, payment options and store preferences.
• New Item Pages: Simpler, cleaner design that visually displays merchandise in a bold way. All purchase options, including size, color, and shipping are conveniently displayed above the fold of the page. Related items such as accessories automatically surface.
• New Cart and Checkout: Has gone from five pages to a quick and simple one-page checkout that allows customers to order in as few as three steps.