Walmart and Meredith seek to make food media content ‘purchasable’
Walmart has partnered with media company Meredith Corp. to help families buy and prepare meal ingredients more easily through artificial intelligence-based meal planning, recipes to buy, visual search, chatbots, virtual assistants and social media.
As part of the partnership, announced Wednesday, consumers will be able to purchase Walmart food and groceries from Meredith’s portfolio of media brands, including Allrecipes, Better Homes & Gardens, Parents, EatingWell and Real Simple. With these new “purchasable ad experiences”, customers can access content featuring meal solutions and add recipe ingredients directly to their Walmart online grocery cart for pickup or delivery.
Walmart said the partnership “takes the guesswork out of meal planning for busy families” by joining Meredith’s expertise in food content, hyperlocal consumer information and a proprietary technology platform with a long customer reach, wide product assortment, omnichannel presence and in-store convenience and online shopping experiences from the world’s largest grocery retailer.
“Finding ways to help our customers live a little better every day is at the heart of everything we do, and that includes helping them buy affordable, high-quality products faster and easier,” Sarah Henry , Senior Director of Content and Influence. marketing at Walmart, said in a statement. “We know that today’s customers are increasingly looking to shop in the moment, both on and off our platforms. We focus on meeting customers where they discover inspiring content and improve the customer experience. This partnership with Meredith is an innovative way to help our clients in a transparent way while saving them much needed time. ”
Meredith, based in Des Moines, Iowa – whose multiplatform media reaches 95% of American women – noted that consumers actively seek out food and recipe ideas as well as “culinary inspirations.” The company has forecast that views of articles and content related to “meal plans” will increase by 30% on its sites in 2021.
“This far-reaching partnership with Walmart includes data-driven ‘Make It Easy’ and ‘Kid Foodology’ programs, which reinvent the shopping experience with highly personalized content and advertising experiences that deliver unmatched value to every customer. step of the process. According to Corbin de Rubertis, senior vice president of innovation at Meredith.
Exclusive tools and content from Meredith and Walmart to help and encourage meal planning, recipe exploration, and food / ingredient shopping online will include the following:
• Meredith’s content taxonomy and predictive information, including concept demand curves and consumer decision frameworks, will be combined with Walmart’s API technology to match millions of products to consumers in real time and to large scale.
• Visual search technology will allow consumers to photograph the ingredients they have on hand and obtain meal suggestions using those ingredients.
• “Allrecipes 30 Minute Meals,” a “bookazine” featuring publisher-selected recipes, will be available for sale exclusively in Walmart stores this month.
• Allrecipes Action for Google Assistant, a new voice-activated service, will allow consumers with a smart speaker or smart display compatible with a virtual assistant like the Google Nest Hub to search for a recipe by ingredient, word- key or dish name using plain language, such as like “Hey Google, talk to Allrecipes”. Meredith’s natural language processing and machine learning technology gives a personalized suggestion for a complete meal solution at Walmart for pickup or delivery.
• A social media promotion launched by Meredith and Walmart allows popular Allrecipes videos to be purchased through advertisements on TikTok. Consumers hit the “buy now” button in the TikTok video to load all the ingredients into a digital shopping cart on Walmart.com.
“As the kids return to school, parents return to the office and the fall season takes shape, Meredith and Walmart will help families prepare meals they’ll love and get them on the table faster. Added de Rubertis.
Walmart noted that the partnership with Meredith is another catalyst for its growing grocery e-commerce business. The Bentonville, Ark.-Based retail giant said Walmart’s U.S. e-commerce sales grew 103% in the two years through the second quarter of the fiscal year. 2022, the grocery category being one of the best performing.
“Grocery sales rose 6%, including the benefit of modest ticket inflation and a double-digit increase on a two-year stack basis,” CFO Brett Biggs told analysts at a conference call in mid-August on second quarter results. “That translates to $ 2.4 billion year-over-year growth in food sales and about $ 5.5 billion in growth over a two-year stack. Strong price positioning, excellent fresh quality and improved inventory are driving results. “