Walmart Launches Marketplace. Market-who?
Walmart Marketplace
Yesterday, Walmart launched Walmart Marketplace, which will, apparently, give you “more of what you’re looking for – for less”. It’s an exciting development that some think positions the company to compete with Amazon. Unfortunately, no one knows what a “Marketplace” is, or how it’s different from a “Store”.
What is it?
The press release makes it pretty clear that “Walmart Marketplace enables a select group of retailers to offer additional products at Walmart.com.” Specifically, Walmart is now allowing CSN Stores, eBags and Pro Team to sell their products through the Walmart website. However, that message is not at all clear on the Walmart website.
Take a look at the Walmart home page (by clicking on the thumbnail above) and see if you can find an answer to the question, “What is the Walmart Marketplace?”
Do you know what you know?
The Walmart marketers have stumbled upon one of the most common Clarity challenges. That is, as a marketer, to imagine not knowing what you already know.
One of your primary tasks as a website marketer is to answer your visitors’ questions, when the question occurs to them, in a way that maximizes Clarity and minimizes Distraction.
Try this exercise on your website today:
1. Visit your home page or landing page and imagine yourself in the shoes of one of your customer personas
2. Find answers to the questions: “What do you do?”, “Why should I buy from you?”, “What makes you better than my other options?”
What did you find? Are you answering these common questions effectively?
