![]() “From watching a mesmerizing Tasty video to cooking it in your own kitchen, the missing link is buying the ingredients,” said Ben Kaufman, chief marketing officer at New York-based tech-powered media company BuzzFeed. Customers can also switch out items within the Tasty app based on their preferences with regard to price, brand, quantity, and organic or other dietary preferences. ![]() With geo-specific capabilities to map a recipe’s ingredients to the products available at the closest Walmart location, the feature ensures that customers can get the exact items they need to create a Tasty recipe. “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.”įrom the Tasty app, users are directed to the Walmart Grocery app or where they can see what’s in their cart, buy the ingredients and schedule their groceries for either curbside pickup or at-home delivery as soon as the same day. “Finding that perfect recipe, creating a grocery list and finally getting to the store can keep any chef out of the kitchen,” noted Janey Whiteside, chief customer officer at Bentonville, Ark.-based Walmart. Then they can place their order for pickup from more than 2,500 stores nationwide, or have the groceries delivered to their homes from 1,100-plus stores across the United States. Now customers can add the entire ingredient list from a menu of 4,000 Tasty videos directly to their Walmart Online Grocery carts with a single click. Such licensing deals can be significant moneymakers for publishers like BuzzFeed that have sought to build out other lines of revenue amid greater competition for ad dollars.Walmart and BuzzFeed’s Tasty food network have teamed up to provide consumers with shoppable recipes. BuzzFeed and Walmart plan to expand the partnership to sell Tasty-branded licensed products in the party supplies, dry grocery, deli and frozen meats departments, according to the announcement, suggesting that consumers are responding positively to the deeper relationship between the established companies. The companies last year formed a licensing pact that spurred the sale of more than 4 million Tasty-branded kitchen products. The integration between the Tasty app and Walmart's platform deepens the retailer's relationship with BuzzFeed. More than two-thirds of BuzzFeed's audience has made a Tasty recipe, the announcement noted, pointing to the large group of consumers who tune into the online video programming and may be interested in fresh ways to ease their shopping journey through a mobile device. Walmart's collaboration with BuzzFeed aims to create a seamless mobile experience for consumers who find inspiration from Tasty cooking videos and seek the convenience of online ordering for pickup or delivery. Walmart and BuzzFeed worked with technology developer Northfork to integrate Walmart's mobile site and app with Tasty's recipe content, per the announcement.
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