Walmart making a play for more youthful customers with a potential stake in TikTok, examiners say
Walmart Inc’s. offer for the video-sharing social networking service TikTok is a route for the retail monster to arrive at more youthful buyers, which will be vital to the organization’s long-term development, experts say.
Walmart WMT, +2.68% and Microsoft Corp. MSFT, +1.02% are collaborating on a proposal to buy the video sharing site. In an announcement, Walmart said the arrangement can possibly profit the organization’s e-commerce and advertising businesses.
“We believe a potential relationship with TikTok U.S. in partnership with Microsoft could add this key functionality and provide Walmart with an important way for us to reach and serve omnichannel customers as well as grow our third-party marketplace and advertising businesses,” Walmart said in a statement.
More than that, TikTok is known for taking advantage of what’s hot in pop culture, contacting youthful crowds and influencers.
“The potential deal is a younger customer opportunity, a demand and marketing engagement opportunity and a technical/relationship/leadership opportunity as well – given new capabilities,” wrote Cowen analysts led by Oliver Chen.
Cowen noticed that Walmart as of now has a solid nearness on the site. Further involvement with TikTok will add to the entirety of the current advantages.
“[W]e note Walmart’s excellent momentum on the Tik Tok app including 290,000 followers and 1.8 million likes,” Cowen said.
Cowen features TikTok’s eye-popping numbers also: 92 million active monthly clients in June, and in excess of 100 million in August.
“Current Tik Tok content features higher margin attractive categories including apparel, beauty, and makeup with videos including: dudes reviews masks, beauty mystery hauls, rockin’ college dance competitions, and know-your-stuff makeup brushes. We view this content as engaging, fun, and body positive – key characteristics for new and younger customer acquisition.”
Cowen rates Walmart stock beat with a $155 price target.
“[C]onnecting with a younger audience is vital to Walmart’s long-term outlook, especially as more digitally-native generations move into their prime consumption years,” wrote UBS analysts led by Michael Lasser.
“Having a better understanding of these younger consumers through their social media habits would be valuable to Walmart.”
UBS additionally believes it’s a smart thought for Walmart to draw nearer to Microsoft as shopping habits change. Walmart and Microsoft have cooperated beforehand, with the two organizations and others joining forces on a lion’s share stake in Flipkart.
“[T]he lines are blurring between traditional shopping, digital shopping, and social media,” UBS said. “Walmart needs more exposure to this trend. Thus, we see the rationale in Walmart forging a closer relationship with Microsoft and TikTok.”
UBS rates Walmart shares purchase with a $148 price target.
“Key ad formats include brand takeovers, hashtag challenge, branded lenses, and in-feed video,” said KeyBanc Capital Markets analysts led by Edward Yruma.
“We think that TikTok uniquely plays to the strength of influencers and viral content and would give Walmart unique reach into the 13-to-40-year-old age bracket.”
Also, TikTok would give Walmart an outlet for additional association with its key marketplace sellers, KeyBanc said.
KeyBanc rates Walmart stock overweight with a $150 price target.
Walmart stock rose 2.1% in Friday trading and is up 6% for the week up until this point. For 2020 to date, the stock has revitalized 17.5%.
The Dow Jones Industrial Average DJIA, +0.56% is up 0.2% for the year to date.