Latest / Omni Talk Retail / Walmart Unlimited: The Future of Shopping or a Soon-To-Be Failed Experiment?

Transcript

Walmart Unlimited: The Future of Shopping or a Soon-To-Be Failed Experiment? · Omni Talk Retail

• 0:00
  Walmart
• 0:00
  has
• 0:01
  released
• 0:01
  Walmart
• 0:02
  Unlimited,
• 0:03
  a
• 0:03
  shoppable
• 0:03
  gamified
• 0:04
  miniseries.
• 0:05
  According
• 0:05
  to
• 0:06
  Chainstorage,
• 0:06
  Walmart
• 0:07
  has
• 0:07
  launched
• 0:07
  an
• 0:08
  immersive
• 0:08
  in
• 0:08
  game
• 0:09
  commerce
• 0:09
  experience
• 0:10
  called
• 0:10
  Walmart
• 0:10
  Unlimited
• 0:11
  in
• 0:11
  partnership
• 0:11
  with
• 0:12
  3D
• 0:12
  gamified
• 0:12
  media
• 0:13
  platform
• 0:13
  Spatial
• 0:14
  and
• 0:15
  the
• 0:15
  Unity
• 0:16
  Real
• 0:16
  Time
• 0:16
  3D
• 0:17
  Development
• 0:17
  Environment.
• 0:18
  For
• 0:18
  the
• 0:18
  first
• 0:19
  time
• 0:19
  ever
• 0:19
  on
• 0:19
  Spatial,
• 0:20
  players
• 0:20
  in
• 0:20
  the
• 0:21
  three
• 0:21
  episode
• 0:22
  Walmart
• 0:22
  Unlimited
• 0:23
  gamified
• 0:24
  miniseries
• 0:25
  can
• 0:25
  purchase
• 0:26
  real
• 0:26
  world
• 0:26
  goods
• 0:27
  inside
• 0:27
  of
• 0:27
  a
• 0:27
  virtual
• 0:28
  experience.
• 0:28
  Each
• 0:29
  Walmart
• 0:29
  Unlimited
• 0:30
  episode
• 0:30
  takes
• 0:30
  players
• 0:31
  on
• 0:31
  a
• 0:31
  multi
• 0:31
  level
• 0:32
  journey
• 0:32
  to
• 0:32
  play,
• 0:33
  discover
• 0:33
  and
• 0:33
  support
• 0:34
  products
• 0:34
  created
• 0:34
  by
• 0:35
  Walmart
• 0:35
  suppliers.
• 0:36
  After
• 0:36
  playing,
• 0:37
  users
• 0:37
  can
• 0:38
  explore
• 0:38
  the
• 0:38
  immersive
• 0:39
  commerce
• 0:39
  hub
• 0:39
  and
• 0:39
  purchase
• 0:40
  products
• 0:40
  from
• 0:40
  suppliers.
• 0:41
  Chris,
• 0:42
  what
• 0:42
  do
• 0:42
  you
• 0:42
  think
• 0:42
  of
• 0:42
  Walmart's
• 0:43
  new
• 0:43
  shoppable
• 0:44
  video
• 0:44
  game
• 0:44
  experience?
• 0:45
  Walmart
• 0:46
  Unlimited.
• 0:48
  Get
• 0:49
  ready
• 0:49
  for
• 0:49
  this
• 0:49
  one,
• 0:49
  Ed.
• 0:50
  Oh
• 0:50
  God.
• 0:51
  Unlimited.
• 0:53
  Unlimited.
• 0:56
  Is
• 0:56
  this
• 0:56
  from
• 0:57
  a
• 0:57
  movie
• 0:57
  or
• 0:57
  something?
• 0:58
  It's
• 0:58
  from
• 0:59
  Wicked.
• 1:00
  Oh,
• 1:02
  a
• 1:02
  waste
• 1:03
  of
• 1:03
  money.
• 1:04
  That's
• 1:04
  what
• 1:04
  I
• 1:04
  think
• 1:04
  it
• 1:04
  is.
• 1:05
  And
• 1:05
  it's
• 1:05
  a,
• 1:06
  it's
• 1:06
  unlimitedly
• 1:07
  a
• 1:07
  waste
• 1:07
  of
• 1:07
  money.
• 1:07
  I,
• 1:08
  I
• 1:08
  just
• 1:08
  keep
• 1:08
  going
• 1:08
  back
• 1:09
  to
• 1:09
  save
• 1:09
  two
• 1:09
  ideas
• 1:09
  that
• 1:10
  I'll
• 1:10
  say
• 1:10
  over
• 1:10
  and
• 1:10
  over
• 1:11
  again
• 1:11
  on
• 1:11
  the
• 1:11
  show
• 1:12
  or
• 1:12
  really
• 1:13
  the
• 1:13
  first
• 1:13
  one,
• 1:13
  which
• 1:14
  is
• 1:14
  how
• 1:14
  do
• 1:14
  you
• 1:14
  get
• 1:14
  traffic
• 1:15
  to
• 1:15
  it?
• 1:15
  The
• 1:16
  experience
• 1:16
  was
• 1:16
  incredibly
• 1:17
  hard
• 1:17
  to
• 1:17
  find.
• 1:17
  I
• 1:17
  tried
• 1:17
  to
• 1:18
  find
• 1:18
  it
• 1:18
  last
• 1:18
  night.
• 1:18
  No
• 1:18
  one's
• 1:19
  going
• 1:19
  to
• 1:19
  this
• 1:19
  experience.
• 1:20
  Like,
• 1:20
  there's
• 1:20
  just
• 1:20
  no
• 1:20
  way.
• 1:21
  And
• 1:21
  second,
• 1:22
  as
• 1:22
  David
• 1:22
  Ritter
• 1:23
  said
• 1:23
  in
• 1:23
  our
• 1:23
  year
• 1:23
  end
• 1:24
  podcast,
• 1:25
  are
• 1:25
  you
• 1:25
  really
• 1:25
  going
• 1:26
  to
• 1:26
  get
• 1:26
  people
• 1:26
  to
• 1:26
  buy
• 1:27
  items
• 1:27
  from
• 1:27
  these
• 1:28
  virtual
• 1:28
  game
• 1:28
  experiences
• 1:29
  from
• 1:29
  Walmart?
• 1:30
  I'm,
• 1:30
  I'm
• 1:31
  skeptical
• 1:32
  of
• 1:33
  that.
• 1:33
  So,
• 1:33
  you
• 1:34
  know,
• 1:34
  and
• 1:34
  if
• 1:34
  Walmart,
• 1:34
  if
• 1:35
  you
• 1:35
  want
• 1:35
  to
• 1:35
  get
• 1:35
  into
• 1:35
  video
• 1:36
  game
• 1:36
  production
• 1:36
  as
• 1:37
  an
• 1:37
  extension
• 1:37
  of
• 1:37
  retail
• 1:38
  media,
• 1:38
  which
• 1:38
  is
• 1:38
  really
• 1:39
  like
• 1:39
  what,
• 1:39
  you
• 1:39
  know,
• 1:40
  you
• 1:40
  know,
• 1:40
  video
• 1:41
  games
• 1:41
  are
• 1:41
  all
• 1:41
  about
• 1:41
  at
• 1:42
  this
• 1:42
  stage,
• 1:42
  like,
• 1:42
  okay,
• 1:43
  do
• 1:43
  it,
• 1:43
  you
• 1:43
  know,
• 1:43
  but
• 1:44
  buy
• 1:44
  a
• 1:44
  gaming
• 1:45
  platform
• 1:45
  for
• 1:45
  that
• 1:45
  purpose.
• 1:46
  Stop
• 1:46
  screwing
• 1:46
  around
• 1:47
  with
• 1:47
  these
• 1:47
  silly
• 1:48
  gimmicky
• 1:48
  things.
• 1:49
  I
• 1:49
  mean,
• 1:49
  Generally
• 1:49
  I
• 1:49
  love
• 1:50
  99%
• 1:51
  of
• 1:51
  the
• 1:51
  innovations
• 1:51
  Walmart,
• 1:52
  you
• 1:52
  know,
• 1:52
  puts
• 1:52
  out
• 1:53
  in
• 1:53
  the
• 1:53
  market.
• 1:53
  But,
• 1:54
  but,
• 1:55
  but
• 1:55
  this
• 1:55
  in
• 1:55
  Walmart
• 1:56
  realm,
• 1:56
  they
• 1:56
  just
• 1:57
  seem
• 1:57
  so
• 1:57
  misguided
• 1:58
  to
• 1:58
  me
• 1:58
  and
• 1:59
  I,
• 1:59
  I
• 1:59
  hope,
• 2:00
  and
• 2:00
  here's
• 2:00
  the
• 2:00
  last
• 2:00
  point
• 2:01
  I
• 2:01
  make,
• 2:01
  I
• 2:01
  hope
• 2:02
  that
• 2:02
  these
• 2:02
  are
• 2:02
  just
• 2:02
  the
• 2:03
  last
• 2:03
  vestiges
• 2:04
  of
• 2:04
  like
• 2:04
  the
• 2:05
  metaverse
• 2:05
  hype.
• 2:06
  Like,
• 2:06
  we're
• 2:06
  gonna
• 2:06
  stop
• 2:07
  seeing
• 2:07
  this.
• 2:07
  Like,
• 2:08
  that's
• 2:08
  what
• 2:08
  I
• 2:08
  hope.
• 2:09
  But
• 2:09
  I
• 2:10
  know
• 2:10
  you've
• 2:10
  been
• 2:10
  bought
• 2:11
  into
• 2:11
  these
• 2:11
  before,
• 2:12
  but
• 2:12
  I'm
• 2:12
  curious
• 2:12
  to
• 2:12
  see,
• 2:13
  like,
• 2:13
  where's
• 2:14
  your
• 2:14
  head
• 2:14
  now?
• 2:15
  Because,
• 2:15
  and
• 2:15
  did
• 2:15
  you
• 2:15
  go
• 2:16
  and
• 2:16
  try
• 2:16
  and
• 2:16
  use
• 2:16
  it?
• 2:16
  Because.
• 2:17
  Yeah,
• 2:17
  no,
• 2:18
  no,
• 2:18
  it's
• 2:18
  going
• 2:19
  to
• 2:19
  the
• 2:19
  Spatial
• 2:19
  site
• 2:20
  to
• 2:20
  play
• 2:20
  this
• 2:20
  game.
• 2:21
  Like,
• 2:21
  how
• 2:22
  are
• 2:22
  they
• 2:22
  doing
• 2:22
  that?
• 2:23
  Like,
• 2:23
  I
• 2:23
  haven't
• 2:23
  watched
• 2:23
  a
• 2:24
  YouTube
• 2:24
  video
• 2:24
  and
• 2:24
  it
• 2:24
  doesn't
• 2:25
  have
• 2:25
  a
• 2:25
  leak
• 2:25
  to
• 2:25
  the
• 2:26
  site.
• 2:26
  Like
• 2:26
  I
• 2:26
  was
• 2:26
  like,
• 2:27
  what
• 2:27
  is
• 2:27
  going
• 2:27
  on
• 2:27
  here?
• 2:28
  Yeah,
• 2:29
  no,
• 2:29
  I
• 2:29
  mean
• 2:30
  I
• 2:30
  was
• 2:30
  really
• 2:30
  digging.
• 2:31
  I
• 2:31
  like
• 2:32
  Talked
• 2:32
  to
• 2:32
  my
• 2:32
  two
• 2:32
  kids
• 2:33
  who
• 2:33
  are
• 2:33
  almost
• 2:34
  8
• 2:34
  and
• 2:34
  14
• 2:35
  last
• 2:35
  night
• 2:35
  and
• 2:36
  I
• 2:36
  was
• 2:36
  like,
• 2:36
  do
• 2:36
  you,
• 2:37
  are
• 2:37
  you
• 2:37
  on
• 2:37
  spatial?
• 2:38
  Like
• 2:38
  tell
• 2:38
  me
• 2:39
  where
• 2:39
  I'm
• 2:39
  getting
• 2:39
  this
• 2:39
  wrong
• 2:40
  or
• 2:40
  where,
• 2:40
  where
• 2:40
  the
• 2:41
  opportunity
• 2:41
  lies
• 2:42
  that
• 2:42
  I
• 2:42
  just
• 2:42
  am
• 2:43
  not
• 2:43
  understanding.
• 2:44
  They
• 2:45
  know
• 2:45
  Roblox.
• 2:46
  I
• 2:46
  think
• 2:46
  Walmart
• 2:47
  participating
• 2:47
  in
• 2:47
  the
• 2:47
  Roblox
• 2:48
  environment,
• 2:48
  that
• 2:49
  makes
• 2:49
  more
• 2:49
  sense
• 2:49
  to
• 2:50
  me.
• 2:50
  Like
• 2:50
  you
• 2:50
  said,
• 2:50
  like
• 2:50
  it's
• 2:51
  already
• 2:51
  got
• 2:51
  the
• 2:51
  traffic,
• 2:52
  people
• 2:53
  are
• 2:53
  already
• 2:53
  there
• 2:54
  and
• 2:54
  this
• 2:54
  might
• 2:54
  be
• 2:55
  a
• 2:55
  cool
• 2:55
  thing
• 2:56
  and
• 2:56
  you
• 2:57
  know,
• 2:57
  probably
• 2:58
  is
• 2:58
  a
• 2:58
  way
• 2:58
  to
• 2:59
  get
• 2:59
  some
• 2:59
  new
• 3:00
  customers
• 3:00
  who
• 3:01
  maybe
• 3:01
  wouldn't
• 3:01
  have
• 3:02
  shopped
• 3:02
  at
• 3:02
  Walmart,
• 3:03
  even
• 3:04
  aware
• 3:04
  of
• 3:04
  the
• 3:05
  Walmart
• 3:05
  brand.
• 3:06
  So
• 3:06
  that's,
• 3:06
  that's
• 3:07
  fine,
• 3:07
  but
• 3:07
  I
• 3:08
  think
• 3:08
  there
• 3:08
  are
• 3:08
  much
• 3:09
  better
• 3:09
  ways
• 3:10
  to
• 3:10
  do
• 3:10
  this.
• 3:10
  And
• 3:10
  like
• 3:11
  I
• 3:11
  would
• 3:11
  go
• 3:11
  back
• 3:11
  to
• 3:12
  what
• 3:12
  Denise
• 3:13
  and
• 3:13
  Candela
• 3:13
  was
• 3:14
  talking
• 3:14
  about
• 3:14
  from
• 3:15
  Walmart
• 3:15
  last
• 3:16
  week
• 3:16
  when
• 3:16
  we
• 3:16
  interviewed
• 3:16
  her.
• 3:17
  How
• 3:17
  they're
• 3:17
  you
• 3:17
  know,
• 3:18
  going,
• 3:18
  they
• 3:18
  see
• 3:19
  an
• 3:19
  opportunity
• 3:19
  where
• 3:19
  they're
• 3:20
  going
• 3:20
  to
• 3:20
  start
• 3:20
  doing
• 3:21
  pop
• 3:21
  ups
• 3:21
  and
• 3:21
  experiences
• 3:22
  around
• 3:22
  New
• 3:22
  York
• 3:23
  Fashion
• 3:23
  Week
• 3:23
  to
• 3:24
  you
• 3:24
  know,
• 3:24
  draw
• 3:24
  in
• 3:25
  that
• 3:25
  new
• 3:25
  shopper
• 3:25
  who's
• 3:26
  in
• 3:26
  this
• 3:26
  case
• 3:26
  a
• 3:26
  higher
• 3:27
  income
• 3:27
  shopper,
• 3:27
  where
• 3:28
  they're
• 3:28
  going
• 3:28
  to
• 3:28
  see
• 3:28
  more
• 3:29
  traction
• 3:29
  from
• 3:30
  these
• 3:30
  types
• 3:30
  of
• 3:30
  activities
• 3:31
  than
• 3:32
  inside
• 3:32
  of
• 3:32
  a,
• 3:33
  of
• 3:33
  you
• 3:33
  know,
• 3:34
  obscure
• 3:34
  video
• 3:34
  game
• 3:35
  platform.
• 3:35
  So
• 3:36
  to
• 3:37
  me
• 3:37
  it
• 3:37
  seems
• 3:37
  like
• 3:37
  this
• 3:38
  is,
• 3:38
  this
• 3:38
  was
• 3:38
  somebody
• 3:39
  that
• 3:39
  wanted
• 3:39
  to
• 3:40
  play
• 3:40
  around
• 3:40
  with
• 3:41
  an
• 3:41
  experiment
• 3:42
  and
• 3:42
  it's
• 3:43
  probably
• 3:43
  my
• 3:44
  guess
• 3:44
  would
• 3:44
  be
• 3:44
  that
• 3:45
  this
• 3:45
  is
• 3:45
  where
• 3:45
  that
• 3:45
  experiment
• 3:46
  ends
• 3:47
  and
• 3:48
  ends
• 3:48
  probably
• 3:49
  relatively
• 3:49
  soon
• 3:50
  knowing
• 3:50
  how,
• 3:51
  how
• 3:51
  quick
• 3:51
  Walmart
• 3:52
  is
• 3:52
  to,
• 3:53
  to
• 3:53
  pull
• 3:54
  things
• 3:54
  that
• 3:54
  aren't
• 3:54
  showing
• 3:55
  a
• 3:55
  return
• 3:55
  on
• 3:56
  investment.
• 3:57
  Got
• 3:57
  it.
• 3:57
  So
• 3:57
  this
• 3:57
  falls
• 3:58
  under
• 3:58
  the
• 3:58
  bucket
• 3:58
  of
• 3:58
  not
• 3:58
  every
• 3:59
  experiment
• 4:00
  is
• 4:00
  a
• 4:00
  good
• 4:00
  experiment
• 4:01
  for
• 4:01
  you.
• 4:01
  Is
• 4:01
  that,
• 4:02
  is
• 4:02
  that,
• 4:02
  is
• 4:02
  that
• 4:02
  right?
• 4:03
  I,
• 4:03
  I
• 4:03
  would,
• 4:04
  I,
• 4:04
  I
• 4:04
  don't
• 4:04
  know.
• 4:04
  I,
• 4:05
  like,
• 4:05
  I'm
• 4:05
  not
• 4:06
  the
• 4:06
  creative
• 4:07
  side
• 4:07
  of
• 4:07
  me
• 4:08
  and,
• 4:08
  and
• 4:08
  again
• 4:08
  like
• 4:09
  I
• 4:09
  have,
• 4:09
  I
• 4:09
  don't
• 4:10
  know
• 4:10
  this,
• 4:10
  I
• 4:10
  don't
• 4:10
  have
• 4:10
  enough
• 4:11
  experience
• 4:11
  in
• 4:11
  these
• 4:12
  platforms.
• 4:12
  Like
• 4:13
  someone
• 4:13
  had
• 4:13
  to
• 4:13
  make
• 4:13
  the
• 4:14
  business
• 4:14
  case
• 4:14
  for
• 4:15
  going
• 4:16
  forward
• 4:16
  with
• 4:16
  this
• 4:17
  experiment.
• 4:17
  I
• 4:17
  think
• 4:18
  for
• 4:18
  me
• 4:18
  it's
• 4:18
  really
• 4:18
  about
• 4:19
  how
• 4:19
  quickly
• 4:19
  do
• 4:19
  you
• 4:19
  shut
• 4:20
  down
• 4:20
  the
• 4:20
  experiment
• 4:21
  versus,
• 4:21
  versus
• 4:22
  whether
• 4:22
  you
• 4:22
  did
• 4:22
  the
• 4:23
  experiment
• 4:23
  at
• 4:23
  all.
• 4:24
  Like
• 4:24
  how
• 4:24
  quickly
• 4:24
  do
• 4:24
  you
• 4:25
  get
• 4:25
  your
• 4:25
  proof
• 4:25
  points
• 4:25
  and
• 4:26
  say
• 4:26
  like
• 4:26
  yeah,
• 4:26
  we're
• 4:27
  better
• 4:27
  off
• 4:28
  finding
• 4:28
  other
• 4:28
  ways
• 4:28
  to
• 4:29
  attract
• 4:29
  new
• 4:29
  customers.
• 4:30
  Yeah.
• 4:31
  As
• 4:31
  you're
• 4:31
  talking
• 4:31
  about
• 4:31
  this,
• 4:32
  I
• 4:32
  kind
• 4:32
  of
• 4:32
  wonder
• 4:32
  if
• 4:32
  this
• 4:32
  is
• 4:32
  like
• 4:33
  the
• 4:33
  continuation
• 4:33
  of
• 4:34
  the
• 4:34
  spatial
• 4:34
  contract
• 4:35
  and
• 4:35
  somebody
• 4:35
  just
• 4:36
  didn't,
• 4:36
  you
• 4:36
  know,
• 4:37
  just
• 4:37
  have
• 4:37
  the
• 4:37
  guts
• 4:38
  to
• 4:38
  be
• 4:38
  like,
• 4:38
  let's
• 4:38
  pull
• 4:38
  this
• 4:39
  thing
• 4:39
  now.
• 4:39
  You
• 4:39
  know,
• 4:39
  but
• 4:40
  maybe
• 4:40
  they
• 4:40
  will,
• 4:40
  you
• 4:40
  know,
• 4:41
  right
• 4:41
  that's
• 4:41
  kind
• 4:41
  of
• 4:41
  what
• 4:42
  I'm
• 4:42
  thinking
• 4:42
  as
• 4:42
  you're
• 4:42
  talking
• 4:43
  out
• 4:43
  and
• 4:43
  thinking
• 4:43
  out
• 4:44
  loud,
• 4:44
  so.