When the coronavirus arrived in the United States, retailtainment was supposed to be one of its first casualties. But instead of dying, the concept adapted. With major players such as Walmart and Target leading the way, retailers took their events and activities outdoors or even virtual.
Experience-based marketing has been a big part of Walmart's strategy during Doug McMillon's time as CEO. McMillon wanted to use Supercenters as the staging grounds for unique promotional events. When the pandemic struck, Walmart transformed its parking lots to serve the same purpose.
“We recognize the challenges our customers and their families have faced over the last few months, and we wanted to create an experience where they could come together safely to create new memories...” said Janey Whiteside, chief customer officer at Walmart.