Walmart has announced the rollout immersive online storefronts to boost Gen Z and Gen Alpha engagement.

Justin Breton, head of brand partnerships and emerging experiences at the retailer, confirmed in a LinkedIn post that it had launched the “the boldest wave of new immersive storefronts yet”.

The rollout aims to redefine how clients discover, connect, and shop with Walmart’s brand online, he added.

“We’re starting with the vibrant K-POP Era, followed by Lo-Fi Playing, Rodeo Dreams, Nature Breaks, and Group Woosah,” Breton said.

The names are associated with different themes of online stores, with K-POP Era focused on K-Pop fans with features including exclusive merchandise, interactive mini-games, and products curated by creators related to K-pop aesthetics.

The head of partnership went on to say that the move continues the efforts initiated by Walmart Realm, an immersive shopping experience launched in 2024 which aims to blend culture virtual reality-inspired environments, influencer curation, and gamified experiences to boost a more interactive experience.

“Walmart Realm connected millions of younger shoppers with creator curated products, interactive mini-games, and trend driven storytelling through this emerging medium,” Breton added.

The move supports Walmart Delivers, the US retail giant's in-real-life mobile pop-up stores that bring social trends to cities nationwide. The pop-up stores include photo booths, customisable giveaways, and interactive zones that aim to turn shopping into an event.

On 2 September, the Walmart Delivers K-POP pop-up will be at the BABYMONSTER concert in Chicago.

The head of brand partnership said Gen Z commands more than $360 billion in spending power in the US alone.

According to Walmart’s data, 47 per cent of Gen Z are engaging in immersive digital experiences, with 70 per cent of younger consumers preferring fun shopping experiences.

Breton added that through the blending of cultural relevance, interactivity, and delivery convenience, Walmart Realm and Walmart Delivers are “redefining what it means to shop at Walmart.”

“We are transforming us into a go-to destination for premium, trend driven products that meet customers where they are,” he continued. “And no matter what they're into… We get it, we have it, and we can deliver it. Who knew? 😉.”

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