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Walmart Cookshop, Powered by Eko, Launches New Episodes of Interactive Cooking Experience, With Innovative Partnership Opportunities for Brands

  • Sofia Vergara joins Jamie Oliver, Patti LaBelle and More For Effective, Choice-Driven Shoppable Experiences 

Today, Walmart and eko, the leader in choice-driven technology, celebrated the expansion of Walmart Cookshop, a shoppable interactive video hub for cooking enthusiasts, seamlessly integrating entertainment with shopping in a way that is both organic and enjoyable for consumers. The expansion includes twenty-two new episodes, including a special featuring Sofia Vergara and her son Manolo.

Powered by eko’s proprietary technology, Walmart Cookshop viewers can watch and interact with episodes, enjoying full control over ingredients and outcomes. The videos offer a direct path to purchase products and groceries, either for pick-up or delivery, connecting the interactive content to commerce at rates well above the industry standard of around 2%. Data from the beta launch shows an 8.7% click-through rate, indicating unparalleled shopping intent from engaged users.

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“At Walmart, we have always believed there is inherent value in exploring new ways to use technology to improve the e-commerce experience. We are pleased to bring our customers unique innovative experiences like Walmart Cookshop, which provides much needed inspiration and joy while many are safely staying at home throughout the COVID-19 pandemic,” shared Justin Breton, Strategic Brand Partnerships at Walmart. “After the initial success of Walmart Cookshop this fall, we are happy to expand our work with eko, as they continue to deliver deep technology and creative expertise to Walmart.”

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Developed as part of the Walmart and eko joint venture, Walmart Cookshop offers a variety of customizable food experiences hosted by brand Interactive Tasty and world famous chefs and hosts, including Sofia Vergara, Jamie Oliver, Patti LaBelle, and the Pioneer Woman. Today, new episodes of Tasty, Shortcut Chef, Veggie Boost, Mystery Basket, and Over the Top are now available, along with a variety of improved features and updates to the Walmart Cookshop interface, including updated player controls, a “My Favorites” section to save recipes, a new share function and additional shopping moments along the user journey to allow customers to shop the moment they are inspired.

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Intuitive and easy-to-use, Walmart Cookshop content focuses on healthy eating and family meals, designed to make it even easier and more fun to shop online at Walmart. Eko’s technology and the Walmart Cookshop platform create new, innovative opportunities for Walmart’s brands and partners to increase their e-commerce presence and connect with consumers in new ways.

“Cookshop is the result of a strong multi-year partnership with a tech-savvy retailer, Walmart. We’ve been enabled and encouraged to deliver the best possible experience and results for suppliers and shoppers,” said Tom Fishman, General Manager at eko. “We continue to explore new avenues of connecting experiences with commerce and are constantly amazed at the possibilities interactive video provides.”

Walmart first invested in eko in 2018 in a bid to attract shoppers and boost digital customer engagement through video. Their partnership has led to the development of interactive content spanning toy catalogs to cooking shows, with Walmart Cookshop as the most recent expansion. eko and Walmart previously collaborated on the successful interactive experiences of Camp, WonderLab, and GiftFinder, which continue to establish Walmart as a leader in the future of e-commerce.

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