Walmart Updates Web Experience For Baby Items

Weeks after the last Babies R Us location closed, Walmart is doubling down on its baby business. The retailer is revamping the landing page on its website for items such as baby food and diapers, CNBC reported.

“Since summer and early fall have historically been when most babies are born, now is the perfect time to introduce these new shopping features for busy families,” the vice president of Walmart’s baby division online in the U.S., Lauren Uppington, said in a statement.

In the past year, Walmart has expanded its baby assortment by 30,000 items. At the same time, searches on Walmart.com for baby-related items have risen by 40 percent. In terms of the general market, Statista data indicates that the baby care market is expected to rise above $13 billion in 2021 from a projected $11.4 billion in 2018.

The news comes as Walmart rolled out its new website to customers in May. The goal of the redesign was to give the site a new look and feel — “cleaner” and “more modern,” according to a company blog post. The new site also features more local and personalized elements and specialty shopping experiences in categories such as home and fashion.

Marc Lore, president and CEO of Walmart U.S. eCommerce, said that the site will highlight real-life moments with featured photography and will emphasize beauty and design across the channel, leveraging an expanded color palette and font family to add “vibrancy and depth.” But it’s not just about aesthetics, Lore said. At their core, the changes are meant to drive greater localization and personalization for shoppers.

Most of the homepage will be personalized in one way or another, he said. For instance, there will be a section displaying top-selling items based on the customer’s location, as well as a profile of their local store and whether it offers Online Grocery and Easy Reorder. Customers can also check the status of orders from their personalized homepage.