Walmart Ramps up Efforts To Win Over First-Time and Loyal Customers

Walmart has ramped up its efforts to attract both first-time and repeat customers by introducing a series of fresh strategies to drive traffic into its physical stores and online.

The retailer hosted thousands of employees, store managers, investors, and reporters during its Associates Week event in Bentonville, Arkansas, in early June. The event coincided with its annual shareholders meeting and featured celebrity performances, including Jimmy Fallon, Post Malone, Camila Cabello, Noah Kahan, and The Killers.

There, the superstore revealed plans to double down on its efforts to attract new and younger customers via a fresh marketing campaign, the introduction of a new tween fashion line, and the expansion of its drone delivery service to more cities. These efforts are all part of Walmart’s strategy to stay relevant and competitive in a changing retail market.

Beginning in July 2025, just in time for back-to-school shopping, Walmart will carry a new private brand of clothing called Weekend Academy, per CNBC. The line will debut with an initial 65 clothing, footwear, and accessory items for tween girls and boys to drive newer shoppers into stores. The price point of Weekend Academy lands at around $15.

Vice president of kids fashion for Walmart U.S., Gypsy Jo Diessner, told CNBC that Weekend Academy will cater specifically to “Gen Alpha.” This demographic reportedly has fewer fashion options when it comes to clothing choices than younger kids, teens, and adults.

The superstore also announced plans to expand its drone delivery services. Existing services include Dallas, Texas, and Bentonville, Arkansas. New areas to be serviced include Houston, Texas, Tampa and Orlando, Florida, Atlanta, Georgia, and Charlotte, North Carolina.

‘Who Knew?’ Ad Campaign Allows Walmart To Reintroduce Itself

Additionally, Walmart debuted a new ad campaign titled “Who Knew?” that doubles down on the retailer’s efforts to reinvent itself as customers spend less on goods outside of food, health, beauty, and personal care necessities.

In a press release, the company explained that these new changes will build on Walmart’s existing reputation for customer excellence. The retailer is reintroducing itself to customers with a new marketing campaign that builds on its one-stop-shop services.

“Our new campaign is built around that exact moment — the double take, the eyebrow raise, the whoa, wait Walmart energy. Because the biggest surprise isn’t what’s changed, it’s how many people don’t know it’s already here,” the statement reads. “’Walmart. Who knew?’ is more than a tagline. It’s our invitation to take a second look at the new Walmart. It’s for everyone who’s been shopping with us for years — and for those who think they know what we’re all about.”

The statement concludes, “Behind the scenes, we’ve become one of the most innovative retailers in the country. We’ve built a shopping experience that’s faster, smarter, more flexible, and more digital than ever before to make things easier when you shop with us.”

Walton Goggins takes center stage as the new face of Walmart’s latest campaign, backed by the iconic 1978 rock anthem “Who Are You” by The Who, which sets the tone with its bold energy.