Walmart is joining forces with BuzzFeed in its quest for millennial shoppers
Tasty
- Walmart is partnering with BuzzFeed's Tasty app.
- The retailer will start selling its kitchen tools, appliances, and eventually food through links in Tasty's recipe videos.
- This will open Walmart to a vast market of potential new customers. Tasty has nearly 91 million Facebook followers, and its recipe videos have accumulated more than 65 billion views.
Walmart has struck a deal with BuzzFeed's Tasty app to help the retailer sell its kitchen tools, appliances, and groceries to the viral recipe hub's tens of millions of followers.
Starting Thursday, Tasty's step-by-step recipe videos will contain links to buy products featured in the videos - such as pots and pans, bakeware, and other kitchen tools - directly on Walmart.com and Jet.com, which is owned by Walmart.
In the coming months, links to purchase recipe ingredients on both sites will also be added to the videos.
This will open Walmart to a vast market of potentially new customers, and it could help grow its online grocery business once links to purchase food are added to the app's videos. Tasty is a massive social media franchise with nearly 91 million Facebook followers, and its highly shareable recipe videos have accumulated more than 65 billion views.
"Consumers today are shopping very differently," Sumaiya Balbale, Walmart's vice president of e-commerce, mobile, and digital marketing, told Business Insider in an interview. "Content and commerce are coming together in more seamless and impactful ways."
Balbale said Walmart and Tasty have been in talks about the partnership for months. She said Walmart was inspired by how Tasty is "redefining how people find recipes." In the same vein, Walmart is looking for new ways to get its products in front of shoppers.
The Tasty deal marks the first time that Walmart and Jet.com are coming together for an exclusive partnership with a media outlet.
Walmart is hoping the partnership will help the brand reach tech-savvy millennials "in a deeper way," while also broadening Jet.com's exposure beyond the young, urban shoppers it attracts, Balbale said.
- US buys 81 Soviet-era combat aircraft from Russia's ally costing on average less than $20,000 each, report says
- 2 states where home prices are falling because there are too many houses and not enough buyers
- A couple accidentally shipped their cat in an Amazon return package. It arrived safely 6 days later, hundreds of miles away.
- India Inc marks slowest quarterly revenue growth in January-March 2024: Crisil
- Nothing Phone (2a) India-exclusive Blue Edition launched starting at ₹19,999
- SC refuses to plea seeking postponement of CA exams scheduled in May
- 10 exciting weekend getaways from Delhi within 300 km in 2024
- Foreign tourist arrivals in India will cross pre-pandemic level in 2024
- JNK India IPO allotment date
- JioCinema New Plans
- Realme Narzo 70 Launched
- Apple Let Loose event
- Elon Musk Apology
- RIL cash flows
- Charlie Munger
- Feedbank IPO allotment
- Tata IPO allotment
- Most generous retirement plans
- Broadcom lays off
- Cibil Score vs Cibil Report
- Birla and Bajaj in top Richest
- Nestle Sept 2023 report
- India Equity Market