HOLIDAY TOY BUYING JUST BECAME THAT MUCH EASIER
Walmart has integrated mobile technology into its annual printed toy catalog—with 35 million catalogs distributed in-store and millions more mailed to homes. This “Scan and Shop” feature is available through the existing Walmart app, allowing shoppers to review and learn more about the toys, add them to their list and purchase through the online store without ever needing to leave their home. With a late Thanksgiving equating to fewer holiday shopping days, Walmart released the catalog on November 1 and encouraged shoppers to start buying with deals and offers. The shoppable catalog is a smart play to keep shoppers engaged within the Walmart app and helps dissuade them from leaving to make their toy purchase at another retailer.
INSTAGRAM’S HOLIDAY OFFERING: CURATED SHOPPABLE COLLECTIONS
In time for the holidays, Instagram has introduced a curated collection of shoppable fashion, accessories and gifts that are organized via popular platform hashtags like #PartyLewk—for those seeking party-related items, and #MakeupQueens—for shoppers who love beauty products. Appropriately, the #WanderLust collection is for those who aspire to travel, and #NewParents is for shoppers seeking baby items. It’s a nice play by the brand to tap into already popular categories and then organize shopping opportunities in a way that users are already searching for inspiration.
PARTNERSHIP BRINGS NEW TREATS FOR HOLIDAY SHOPPERS
Story at Macy’s, a concept space inside Macy’s stores, changes every few months to highlight a different theme. For the holiday season, the space has become “Home for the Holidays” and showcases “more than 900 gifts from 200 small businesses.” To create longer linger time in the space, workshops have been developed to include table-scaping, ornament-making and card-creating seminars. There is also a partnership with Kellogg’s to let shoppers decorate their own Rice Krispies treats.