Walmart is shedding its no-frills identity with a new store layout and added staff, introducing in-store beauty advisers to offer personalised tips and product recommendations to customers. The retail giant plans to roll out these “beauty experts” to over 400 of its 4,600 US stores by the end of the year, following a successful pilot in Arkansas and Texas.
Strategic Shift to Attract Higher-Income Shoppers
This initiative is part of a wider strategy to upgrade Walmart's merchandise and store ambience, aiming to attract higher-income shoppers. The move helps Walmart compete in the $129 billion US beauty and personal care market against rivals like Target and specialty chains. Beauty departments are also being moved to the front of stores and updated with displays showcasing social media trends as part of 650 planned remodels.
Great Value Brand Refresh
In addition, Walmart has redesigned its Great Value brand for the first time in 10 years to reflect changing shopping habits. The updated packaging and product lines are intended to appeal to a broader customer base, including those seeking quality at affordable prices.
The changes come as Walmart faces increasing competition from discount retailers and online giants. By enhancing the in-store experience and offering expert advice, Walmart hopes to differentiate itself and capture a larger share of the growing beauty market.
