By  on April 17, 2018 today revealed details about the next phase of its reimagined web site, which will bow in May, featuring sophisticated graphics and photography that showcases "real-life moments," an expanded color palette and fonts that add vibrancy and depth to the site. It's all meant to create a more upscale environment resembling a specialty store experience as the Bentonville, Ark.-based retailer moves beyond low-priced apparel to launch a flagship online store for Lord & Taylor and capture new brands.Beyond the cosmetic changes, which are significant, there's a focus on creating differentiated shopping experiences for customers based on their wants and needs as well as their geography.

"The redesign is about more than form, it’s also about function. One of the changes we’re making is adding more local and personalized elements, something that we're especially well-positioned to do in light of our more than 4,700 stores across the country," said Marc Lore, chief executive officer of Walmart U.S. e-commerce, in one of several thinly veiled references to competitor Amazon. "In fact, the majority of the homepage will be personalized in some way. We’re introducing a new section that showcases top-selling items in a customer’s location. Did you know that air mattresses recently trended in Dallas? This area of the site will also feature a customer’s local store profile, including whether or not the unit offers services such as online grocery. It also has a dashboard with shoppers' order status, and Easy Reorder, which lets customers easily repurchase the items they frequently buy."

goal of the reboot is to make more compelling for customers to shop not only for commodities such as diapers and laundry detergent, but also a new dining room table, Lore said.

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