Dive Brief:
- As other brands flock to Roblox, Shipt has partnered with Voldex, an online gaming development company, to create a back-to-school experience within Driving Empire, a racing game on Roblox, according to a Tuesday press release.
- In the game, players will act as shoppers via Shipt and deliver popular back-to-school items, including snacks and school supplies. Players will use a virtual version of the Shipt app to select pick-up orders and deliver items to shoppers, but they will have to transport the items on time to earn in-game currency or other virtual goods.
- The gamers can access the experience until July 21. Shipt is also offering deals on school supplies, snacks, household goods and other items until Labor Day, per the press release.
Dive Insight:
Years after Target purchased Shipt for $550 million in cash, the delivery company has found another way to connect with consumers during the back-to-school shopping season.
Through its experience within Roblox, Shipt aims to recreate the rush of in-person, back-to-school shopping to reach parents and their children. The company noted that many parents and caregivers play video games with their children, and it aims to harness the nostalgia for computer and console games with the Roblox experience.
“There is something so nostalgic about shopping for a new school year in stores,” Shipt Chief Marketing Officer Alia Kemet said in a statement. “As a mom to four children, I’ve had my fair share of back to school shopping experiences, and they’re often stressful and expensive — anything but nostalgic. Through this partnership, our hope is to bring the fun and connection back to a now busy shopping season.”
Shipt's gamification efforts come as back-to-school shoppers expect to spend more money this summer and fall. A June JLL report said that parents of school-aged children anticipate spending 15.7% more this year than they did during last year’s back-to-school season. Walmart, Target and Amazon are the top three retailers that consumers plan to go to for their back-to-school purchases.
Meanwhile, other retailers, including Home Depot, Forever 21 and Fenty Beauty, have recently built their own environments within Roblox. The online game platform has been a marketing tool for brands to reach younger consumers, but experts warn that brands and retailers should be cautious in an environment dominated by minors.
