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Walmart has promised a glimpse into the future of shopping, with the global retailer announcing plans to create “immersive commerce experiences” for its customers
Tom Anstey | Planet Attractions | 11 Oct 2024
Walmart Realm is a digital experience designed to transform the way we think about retail Credit: Walmart
Walmart has promised a glimpse into the future of shopping, with the global retailer announcing plans to create “immersive commerce experiences” for its customers.
This year, Walmart has been piloting “real-world commerce” in the video game Roblox, while also launching Walmart Realm - a gamified immersive shopping platform that allows customers to browse virtual environments and purchase products within them.
Following the launch of the platform, the company has revealed that it’s entering alpha testing with Unity - the world’s leading platform for creating and growing interactive, real-time 3D (RT3D) content and experiences.
Walmart says it will also use its immersive commerce API software to launch a new experience with Zepeto - the South Korean mobile chat app where users create and interact as 3D avatars in different worlds. According to Walmart, within the avatar-based platform, visitors will be able to buy items from Walmart’s No Boundaries brand for their virtual avatars, with the added bonus that they can match that virtual item with a real-world equivalent.
Last year, online retail giant Amazon launched its own immersive shopping experience billed as “shoppable entertainment”. The technology allows members to sync their Amazon accounts with online gaming, virtual worlds and mobile apps. This enables them to make in-app purchases of physical goods related to their experience.
With such developments in the world of retail, which is tied closely to the world of attractions, it could mean the start of a transformation in the way the industry handles the retail side of its business.
With virtual possibilities on offer, a major operator in Six Flags has already upped its retail game by adopting Amazon’s Just Walk Out retail technology. Debuted at Six Flags Great Adventure in June 2023, the cashless and cashierless shopping experience changes the face of retail completely, allowing a customer to scan a smartphone app as they enter a store and be automatically billed for whatever purchases they make as they leave.
Further integrating technology such as Amazon Anywhere and Walmart’s immersive commerce API, theme parks and other visitor attractions could see immersive retail experiences become the norm, creating new revenue streams for visitors who don’t even need to visit the attraction.
“Being people-led means we start with the human need, and often, a combination of technologies like AI, GenAI, AR and Immersive Commerce, is key to the solution,” said Suresh Kumar, global chief technology officer and chief development officer, Walmart.
“Our customers guide us, and with these platforms, we’re ready for whatever they need.”
Technology
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