Walmart today announces an important redesign of its website that includes a visual image change, the introduction of new personalization elements, as well as dedicated sections for special shopping experiences. The company had already launched a renovated Home section on its site in February, before this broader redesign, and now plans to soon do the same for its fashion category later this spring. The next fashion center will also include a Lord & Taylor online store, as a result of the partnership announced last year.
The Walmart redesign is not live today, to be clear. This is only the first look, before arriving in early May.
The most visible change immediately is the appearance of the site.
The photograph used on the site will include "" Photos of real moments, "says Walmart.
Pages also have a cleaner, more modern design, with splashes of color from a color palette expanded, a new set of icons of simple design, rounded "add to cart" buttons, new sources and many other changes, Walmart says the goal was to bring more vitality and depth to the site.
Although consumers may notice how the site looks different, the biggest changes are under the hood.
The new site will be customized for end users, both regionally and individually.
To begin, the site will show which elements are trending in the This is something that is seen in other e-commerce sites, such as the Instacart shopping site, but it is not so interesting to discover that the spaghetti sauce and La Croix are popular in the neighborhood. anies: in a larger e-commerce site, it could be more useful.
During the tests, Miami buyers discovered that a top-selling item was an Ozark tentspread trail, and in parts of Illinois, shoppers saw Chicago Cubs tumblrs tend, for example.
"It really gives a taste [regional] to life," says Marc Lore, CEO of Walmart in the USA. UU -Commerce. "You want the site to make purchases faster and easier, and when you show the items that customers tend to, you're actually making a quicker shopping trip for them, which ultimately is the goal," he says. 
Customers can also see what services are available in their area, such as Walmart & # 39; s Online Grocery, along with order status features, and Easy Reorder to buy back their favorite items . (In the photo on top).
In addition, the site will recommend products based on what consumers have been looking for and buying. This is an area where Walmart could potentially surpass its rival Amazon, assuming that its technology is up to par.
Amazon's recommendation technology has been delayed over the years, as the site seems unable to distinguish between gifts for friends and family or another – shopping time, versus things that users search, want and buy regularly.
In fact, a humorous tweet about this problem recently went viral, which led to a flow of people responding with their own funny (or unfortunate) examples. The same.
Lore states that Walmart will not fall prey to this problem.
"The way we attack this problem is not only through technology," he says. "We can combine technology and marketing elements to create a much more relevant and personalized experience."
Walmart's algorithms are intended to understand what categories the individual likes to buy, and then leverage merchants' understanding of what elements are new, trend or seasonal to reach the right segment of potentially interested customers.
"It has been this fascinating partnership within Walmart that the technology organization and the merchant organization come together," adds Jordan Sweetnam, senior vice president of customer experience and product for e-commerce at Walmart. "And according to the clients' early comments, it seems that we are going to see quite relevant results," he says.
The new site will also be updated to present specialized shopping experiences for categories such as home and fashion, which are seeing considerable growth online. The destination Fashion, which will be launched after the redesign, will feature seasonal stories along with more editorial images to differentiate the experience of buying a new outfit to buy groceries and household items.
Lord & Taylor will be a part of the new fashion destination, too, but more details about his store will be announced later this spring. From what Lore says, however, you will not feel redirected to a new site when you visit your store.
The two retailers announced their plans to team up online for the first time last year. Walmart.com had to offer its technology and its reach to Lord & Taylor, while it had the opportunity to update its image as a low-cost retailer and, therefore, more low-end, and expand its assortment.
One goal with the redesign of the site is to attract similar brand offers.
"We hope that Lord & Taylor society is one of the many we will make over time," says Lore. "A big part of attracting partners is also having a more specialized shopping experience in that particular category."
The redesign will begin to be extended to customers in early May.