Photo: Art.com
With its latest planned digital-property purchase, Art.com, Walmart is looking to help customers fill out their walls.
In a blog entry, Anthony Soohoo, SVP and group general manager, Home, Walmart U.S. eCommerce, wrote that ten months ago, the retailer unveiled a Walmart Home online portal featuring curated collections, nine shop-by-style options, editorial-style imagery and design tips. Management has subsequently gained insights into how consumers want to shop the home category and what inspires them.
“A big factor in creating that space starts with the wall,” wrote Mr. Soohoo. “When decorating, redecorating, or even just infusing some new life into a room — many times the best and lowest-priced place to start is by hanging a piece of art on the wall.”
Art.com, according to Walmart, is the world’s largest online retailer in the art and wall décor category with two million curated images and extensive on-demand and customization capabilities. The items range from “affordable and chic” posters for first apartments to limited edition prints and loft art pieces.
Walmart said the purchase is part of its goal to acquire digital brands “that are unique and differentiated, offering products and experiences you can't find anywhere else.” Much like past acquisitions of Shoes.com and Moosejaw, Art.com’s category expertise and assortment is expected to support Walmart.com, Jet.com and Hayneedle.com, the online furniture retailer. Art.com will also operate as a standalone site.
Art.com’s wide selection, according to Mr. Soohoo, will enable a first-time home buyer to “make their house a home without breaking the bank” while helping Walmart personalize the buying experience around the entire home category for them in the future. Mr. Soohoo wrote, “We now have a better understanding of design aesthetics, color preferences, complementary pieces — like rugs, furniture, etc. — and, even insight into the size of the space.”
Art.com also has an ArtView feature that enables browsers to see what a piece of art looks like on their walls before they buy. The feature may further Walmart’s virtual shopping efforts.
The acquisition comes as rivals Target and Amazon.com have been ramping up their private label offerings in the home category.
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