Walmart partners with Buzz Feed for ‘tasty’ mobile shopping
Walmart customers can now directly purchase the ingredients featured in Tasty videos.
Customers of the discount giant can add the ingredient lists of menus featured in 4,000 videos from BuzzFeed’s Tasty food content iOS app to their Walmart online grocery cart in one click. From there, they can place their order for pickup from more than 2,500 stores nationwide or have the groceries delivered to their homes from more than 1,100 stores across the country.
From the Tasty app, users are directed to the Walmart grocery app or grocery section of the Walmart e-commerce site, where they can view what’s in their cart, purchase the ingredients and schedule their groceries for curbside pickup or at-home delivery. Orders can be picked up or delivered as soon as the same day.
Walmart provides geo-specific capabilities to map a recipe’s ingredients to the products available at the closest Walmart location, helping ensure that customers can access the exact items they need for a recipe. Customers can also swap items within the Tasty app based on preferences such as price, brand, quantity, or dietary.
“Finding that perfect recipe, creating a grocery list and finally getting to the store can keep any chef out of the kitchen,” said Janey Whiteside, chief customer officer, Walmart. “We’re excited to create a fun solution that feeds customers appetites to put time back in their busy schedules all while saving money with Walmart’s everyday low prices.”
The shoppable recipes feature is powered by the Northfork platform, which integrates Walmart’s website and app with Tasty’s recipe content. This feature is the first of many planned upgrades to the Tasty app that will deepen Tasty’s partnership with Walmart.
Other grocers are also introducing digital options for food customers who wish to shop by recipe. Innit, a connected hub aimed at food customers, is partnering with more than 30 U.S. retailers, including Walmart as well as Target and Kroger, in a new e-commerce offering. Innit Personalized Shoppable Recipes allows customers to create a customizable meal kit consisting of ingredients based on their dietary preferences.
And regional grocery co-op ShopRite is partnering with digital recipe network Chicory to enable customers to directly populate ingredients from any of Chicory’s 3.6 million recipes into an online shopping cart. They then digitally complete their purchase or use their online cart as an in-store shopping list. ShopRite associates will personally select all food and items for online orders and customers can pick up their groceries at the store or have them delivered.