Walmart has unveiled what it’s calling an “interactive store” format which it is testing at its Store 4108 incubator location in Springdale, Arkansas.

The new store format, which Walmart has called Time Well Spent, features improved lighting and use of space, more dynamic digital displays, and includes QR codes and digital screens that the retailer said “create opportunities for digital exploration” for customers. 

Walmart also said the space would take the “store-within-a-store experience to the next level”. Using apparel as an example, Walmart said the store will highlight its own- and third-party brands. There is also more of an emphasis on showcasing products to “touch, feel and try” that customers might later choose to purchase online in areas like beauty.

“We’re amplifying the physical, human and digital design elements in our stores to inspire customers and elevate the experience”

Alvis Washington, vice-president of marketing, store design, innovation and experience, Walmart

The retailer’s vice-president of marketing, store design, innovation and experience, Alvis Washington said: “We’re amplifying the physical, human and digital design elements in our stores to inspire customers and elevate the experience. 

“Physical elements include lighting, space enhancements, dynamic displays and more. Our visual merchandising experts have highlighted exciting brands and created engaging experiences that bring to life the human element. Finally, QR codes and digital screens create opportunities for digital exploration. 

“But making the store more engaging isn’t enough. We have to do all of this in a way that is unique to Walmart.”

The rollout of the new format is the next phase of a store redesign programme that Walmart first embarked on in 2020. The first phase focused on what Walmart called “navigation and wayfinding”, the findings of which have now been introduced in more than 1,000 of the retail giant’s stores across the US. 

“We’ll continue to test, learn and make changes based on what our customers tell us. As we do that, we’ll quickly adjust and deliver an even better, more engaging experience in 2022 and beyond,” said Washington.

“After all, when customers choose to shop in store with us, we want them to feel wowed and inspired – and that their time was well spent.”