Walmart is debuting “Add to Heart,” said by the retailer to be a first-of-its-kind shoppable, social-media RomCom series featuring holiday gift items.

Walmart said it regards the 23-part, shoppable series initiatives as an opportunity to create a connection with consumers. Walmart will release “Add to Heart” on TikTok, Roku and YouTube beginning December 2. The remainder of the series drops on December 5 and December 8. “Add to Heart” will also appear on Walmart’s owned social channels.

Almost 60% of Americans say they want to purchase via social media this year, Walmart noted, citing Mintel research. Then, Americans rank watching holiday movies over decorating the tree and baking cookies as favorite holiday traditions, the retailer reported, referencing research commissioned by streaming media platform Plex.

Products available for purchase through the episodes include furniture and holiday décor, as well as the fashions worn by the cast. Almost everything in “Add to Heart” was sourced from Walmart, the company noted, and customers will have the opportunity to shop more than 330 products through the series. With TikTok’s Video Shopping Ads and Roku’s OK to Text feature, customers will be able to shop at home or on the go. Roku users can access the series via Walmart’s first shoppable branded entertainment playlist and a marquee ad on the Roku home screen.

The series features New York designer Jessica as she returns to her hometown for the holidays. After losing her luggage while traveling, she visits her local Walmart, where she bumps into her old flame, Javi. Between the town festivities, decorating and shopping, they start to rekindle their relationship.

“We know gifting and curling up to watch a favorite Christmas movie are part of so many families’ traditions,” said William White, chief marketing officer, Walmart U.S. “So, what better time to launch an innovative, first-of-its-kind shoppable series? ‘Add to Heart’ is a fun, unique way for our customers to be entertained while shopping for the great deals on top brands that they expect from Walmart. We hope they enjoy it and the amazing gifts they order throughout.”

Although only a small part of the larger retail environment so far, social commerce made up about 5% of digital retail sales in the United States during 2022 and is expected to inch up to nearly 7% by 2025, according to market researcher Mintel.

For social commerce to gain, Mintel stated, consumers have to understand and feel confident in the safety of a brand’s social media sites. Only 17% of consumers said they are more comfortable purchasing from a brand’s social media compared to its website, while 41% favored brand websites. In terms of worries, 40% of consumers said they lack trust in the security of their payment information, and 34% say they would be more interested in shopping on social media if they knew how their data was secure. In personal terms, 35% of consumers said they would purchase from a brand’s social media channel if someone they trusted recommended it.

Although fewer have purchased, more have shopped. Three-quarters of U.S. consumers said they had shopped on Facebook, 50% on Instagram, 29% on YouTube, and 18% on TikTok. Video is a drawer as 31% of consumers said they often watch videos brands post on social media and 22% pay attention to livestreaming from brands. Almost half of Americans, at 46%, have purchased through livestream and would do so again.

In announcing the research, Katie Hansen, senior retail and E-commerce analyst, Mintel Reports U.S., noted, “Social commerce is growing in the U.S., albeit at a much slower pace compared to the rest of the world. This, however, does not mean that brands should ignore the emerging shopping option. Our research shows that nearly half of consumers have made a purchase via social media and 58% are interested in doing so, showcasing that this channel is not going away. Brands have the opportunity to establish and refine their social commerce strategy now, when the channel is still new, by educating consumers about the process of shopping via social media, communicating the safety and security of their data, and leveraging the high engagement opportunities the platforms offer.”

Qurate Retail Group has named Soumya Sriraman president of streaming for the company as it announced that its HSN banner has expanded livestreaming and video storytelling to YouTube TV.

Sriraman was head of Prime video channels at Amazon prior to her move to Qurate, the company noted.

In her newly established role, Sriraman will lead Qurate Retail Group’s streaming commerce business, which includes the QVC+ and HSN+ streaming experience, as well as the QVC and HSN expanding presence on digital livestreaming TV, and other initiatives. In building the streaming function, the company stated, she will engage and expand Qurate Retail Group’s streaming commerce team.

YouTube TV already has more than five million consumers as subscribers and trialers in the United States. It is presenting content via smart TVs, streaming media players, smartphone apps, tablets, computers, game consoles and smart displays. HSN joins YouTube TV’s line-up of more than 100 channels providing everything from local and national news, sports, and entertainment to movies and TV shows on-demand. HSN joins sibling banner QVC as the only two retailers currently livestreaming on YouTube TV, Qurate maintained.

“HSN brings its unique, engaging live video shopping experience to YouTube TV, one of the leading live TV streaming platforms,” said David Apostolico, senior vp, platform strategy, development and distribution, v-Commerce Ventures at Qurate Retail Group. “We’re excited to welcome new customers to HSN via YouTube TV while providing our existing customers with another convenient way to access their favorite HSN programming.”

The Sriraman and HSN streaming announcement follow the appointment of Stacy Bowe as QVC chief merchandising officer.

“These appointments reflect Qurate Retail Group’s ability to attract the most accomplished and ambitious executive talent in retail,” said David Rawlinson, Qurate Retail, Inc. president and CEO, “Our v-commerce teams – QVC, HSN and vCommerce Ventures – are disrupting video shopping, and we believe we have a right to win in this growing industry. In addition, we are accelerating the pace of change within Qurate Retail Group through Project Athens, our turnaround plan, which touches nearly every facet of our business. We’re pleased to welcome Soumya and Stacy to our team.”

Streaming has taken a critical part in Qurate Retail Group’s growth strategies, the company indicated. With its recent launch on the web, the QVC+ and HSN+ streaming experiences are available to 120 million internet-connected homes across the U.S. The streaming services are also available on Roku, Amazon Fire TV, LG, Apple TV, Android TV, the Google Play Store, Google TV and Comcast X1, Xfinity Flex and X-Class TV,

Since 2022’s beginning, streaming viewership has grown by more than 70% and monthly active users have grown to 600,000, Qurate pointed out, thanks largely to multiple content and programming initiatives including dozens of new programs and themed channels.

YouTube and Shopify are partnering to give more online stores access to live and video shopping tools.

In a blog post, David Katz, vp, product management, YouTube Shopping, stated that the social media network continues to develop ways to connect businesses and consumers such as a new shopping destination in its Explore tab it is about to introduce. It will feature shoppable relevant content for viewers in the United States, Brazil and India, with more countries gaining access later this year.

Katz explained that YouTube recognizes that shopping inspiration can happen anywhere and that digital operators spend a lot of time building a business and developing products, and, so, creating easy, relevant consumer connections. As such, YouTube is working with Shopify and its platform, which supports a range of merchants, to make it even easier to connect and manage stores on YouTube. Eligible businesses will be able to link their Shopify stores to their YouTube channel in just a few steps. They can display products across their channel and benefit from Shopify’s real-time inventory syncing so that viewers never find a product out of stock, Katz noted adding that, for an easier shopping experience, businesses in the U.S. can enable onsite checkout so that viewers can complete their purchases without leaving YouTube.

Those interested can get started by visiting the Shopping tab in YouTube Studio, Katz pointed out. YouTube continues to expand shopping across Live, Shorts and long-form videos to help more businesses connect with their viewers and fans in fun, creative ways, he maintained.

Social media influencers and online communities are having a bigger influence on shoppers, particularly the youngest, as much as or more so than brands. 

A study by Oracle and Brent Leary, partner, CRM Essentials, that included more than 2,000 adults, ages 18 to 80 in the United States, found that 37% of consumers trust social media influencers over brands. Gen Zers and Millennials are two times more likely than Boomers to trust influencers. In a similar vein, 28% of consumers discover new products and brands through influencers. Gen Zers are the most likely to discover products and brands this way, at 32%, compared to just 13% of Boomers.

When it comes to marketing impact, only 13% of consumers today discover new products or brands via traditional TV advertising with Boomers seven times more likely than Gen Z to discover new products and brands via traditional television ads, the survey demonstrated. In the meantime, 84% of Gen Zers have purchased products in direct response to social media content versus 46% of Boomers.

In terms of social media channels that host the most influential influencers, YouTube is the most popular but generation effects preference. So, 21% of consumers follow influencers on YouTube, but Gen Z favors TikTok, which, in the study, came in at 25%, followed by YouTube, at 23%, and Instagram, at 22%. Boomers favor Facebook, at 23%, YouTube, at 15% and TikTok, at 5%.

When consumers have questions about products and services, they are increasingly turning to social media channels and online communities to get their questions answered.

In the study, 98% of consumers stated that they find customer service interactions frustrating and 15% would rather sit in traffic than engage with a brand’s customer service function. Only 18% of consumers want to call customer service when they have questions with 26% of Boomers willing to pick up the phone compared to just 14% of Gen Zers.  

In submitting a service inquiry to a brand, 31% of consumers would prefer to comment on a brand’s social media page, while 24% would prefer to direct message a brand on social media. Gen Z is twice as likely to receive customer service in this way than Boomers.

Not on all occasions but overall, 93% of consumers turn to social media platforms such as YouTube and TikTok to get questions answered and get the most out of a product or service, with 95% of Gen Zers using online communities in this way versus 79% of Boomers.

Survey respondents said they trust YouTube and TikTok videos because they are created by other consumers, at 20%, easily searchable, at 19%, illustrative, at 16%, and abundant, at 14%.

In another expansion of its shopping outreach to consumers, Walmart is kicking off Cyber Week with its first shoppable livestream on Twitter, hosted by singer, songwriter, dancer and social media figure Jason Derulo.

At 7 p.m. eastern time on Sunday, November 28, consumers can start streaming and shopping from Walmart.com/live, Twitter.com/Walmart, YouTube.com/Walmart and Facebook.com/Walmart, and watch from Instagram.com/Walmart and Tiktok.com/@Walmart. Derulo will host a 30-minute variety show featuring electronics, home goods, apparel, seasonal décor, surprise special guests and more.

In addition, White stated, Walmart has more than 30 shoppable livestream events planned, spanning eight social and media platforms including BuyWith, BuzzFeed, Facebook, IGN, TalkShopLive, Tasty, Twitter and YouTube.

The success of its livestream events and growth of business associated with them tell Walmart that it’s headed down the right path with innovative shopping initiatives, he noted. the company will continue to curate special experiences for customers that they can readily shop while being entertained.

He added that Walmart believes that the future of retail involves social commerce, which is why the company is focusing on innovating in the space.

As it hosted a virtual analyst and investor conference, Ulta Beauty has revealed an update on its strategic priorities and longer-term financial targets that emphasize establishing the company as a unique, differentiated entity in its retail sector.

In the analyst and investor conference presentation, Ulta stated that it:

• Introduced Beauty to Go, a commitment that buy-online, pick-up in store orders will be ready for pick-up in two hours or less, giving guests fast, convenient access to purchases
• Launched same-day delivery in select markets
• Announced a new partnership with Google to leverage Ulta Beauty’s GlamLab Virtual try-on tool for lipstick and eyeshadow with select brands available on Google’s Search and YouTube platforms
• Debuted a strategic investment and partnership with Adeptmind, an AI retail technology company, to power a new personalized search engine for the company’s Digital Store of the Future
• Unveiled a $20 million Digital Innovation Fund that will enable the company to closely partner with innovators, entrepreneurs, early-stage investors and other agents of change to transform the future of beauty, retail and commerce
• Introduced UB Media, a new business model that harnesses the power of the company’s first-party data to transform the way Ulta brand partners can connect with beauty lovers
• Detailed new efforts to increase guest engagement that bring together entertainment, expertise and commerce through a creator and content ecosystem
• Discussed scaling of personalization capabilities that leverage Ulta data to deepen member engagement and loyalty
• Announced a new, multi-year cost savings target of $150 million to $200 million to fund investments in future growth initiatives
• Disclosed investments supporting the development of a guest-centric supply chain
• Reported plans to upgrade its Enterprise Resource Planning platform through a multi-year, business-led transformation called Project SOAR.

Ulta financial targets through 2024 include total net sales growth of5% to 7% CAGR, net new store growth of 50 stores per year, comparable sales of 3% to 5% annually, operating profit as a percentage of sales, of 13% to 14%, low double-digit diluted earnings per share gains CAGR, and 4% to 5% of sales capital expenditures.

“Reflecting our understanding about how the consumer and beauty category are evolving, we have refreshed our strategic framework, and we are excited to share our vision for Ulta Beauty’s future,” said Dave Kimbell, Ulta CEO, in announcing the strategic priorities and financial targets. “We have a long record of disruption, creativity and success, and we intend to build on this foundation and continue to lead the beauty category, seamlessly connecting physical and digital channels, expanding our market share, and increasing member loyalty. We are optimistic about the opportunities ahead and believe the power of the beauty category, paired with our proven business model, experienced leadership team, and values-based culture, positions Ulta Beauty to continue to deliver long-term value for shareholders.”