Walmart Relaunching Content Provider Program with 'Connected Partners'
Walmart is changing the way it works with digital content providers by choosing 11 partners to ally with on a priority level.
These content providers — third parties that scale and optimize content from suppliers to retailers — will invest in Walmart by maintaining an on-site presence that will help them ensure that technical issues and business priorities are addressed efficiently and effectively.
Digital content has become increasingly important as customers have moved away from shopping via a single source. Content present on an item page influences not only online discoverability and sales, but also voice commerce, virtual reality shopping, list recommendations and in-store purchases. Yet suppliers remain challenged by the fact that there isn't a single standard of product attributes and content type required across all retailers, and third-party content providers aren't always fully aware of retailers' evolving priorities and processes.