According to Wall Street Journal, Walmart Inc. (NYSE: WMT) is planning to redesign its website next month by decluttering the product listings, de-emphasizing the Walmart name and using a lot less bright blue. Executives say the goal is to make a site that appeals to higher-end brands and encourages shoppers to browse for products.
Walmart has been spending heavily to boost its e-commerce business, which accounts for 3.6% of its U.S. sales. Its website has around 100 million unique monthly visitors, compared with 180 million at rival Amazon.com Inc. (NASDAQ: AMZN), according to comScore Inc.
The redesign is going to make the web page cleaner and more modern and more appealing so that customers will be able to open up more relationships with brands and customers become more loyal, said Marc Lore, chief executive of Walmart U.S. e-commerce. “It allows us to broaden the assortment we are able to offer.”
The new Walmart site will include a Lord & Taylor department store landing page, where some of that chain’s goods will be sold as part of a partnership between the retailers announced last year.
Walmart has also worked over the past year to broaden its appeal and reputation beyond its traditional budget-store roots. In February, the retail giant took “Stores” out of its legal corporate name to be “consistent with the idea that you can shop us however you like,” Walmart Chief Executive Doug McMillon said at the time.