Gillan Graphics has been a Walmart partner for 24 years, offering high-end workwear at affordable prices to Walmart, Neighborhood Market, and Academy associates. Not long ago, art director Shane Cherry took the partnership one step further, evolving the longtime partnership between Gillan and Walmart into its own brand. Today, MyWmtGear offers hundreds of retailer-branded styles in both regular and tall sizes, ranging from XS to 5XT.
“When rolling out new products, we work closely with clothing vendors who are aware of the current dress code policy to ensure our products meet Walmart’s standards for their associates,” says Cherry. The company carefully curates its products, consolidating them into collections or departments, to make the shopping experience simple for customers. Also, the design team always takes special care to listen to and incorporate suggestions from associates when creating a new line. “For example,” says Cherry, “our e-commerce collection was developed with the help of Walmart associate Cathy Hawk at FC 7422 in Bethlehem, Pennsylvania.”
Recently, MyWmtGear kicked into high growth, which Cherry attributes to its partnership with Shopgate, with which it launched a dedicated mobile app for associates. The app hosts the full range of Walmart apparel, representing more than 70 departments and collections and offering a custom embroidery feature, and it provides easy shopping and ordering for employees and associates.
As part of the strategy, the company has promoted the app across several different channels, including its website and social platforms. By offering app-specific content, incentives, and discounts, MyWmtGear has drawn both new and existing customers to the site. In addition, Shopgate’s SaaS-based mobile shopping platform offers features such as advanced user segmentation, which targets users based on app activity or profile data, and allows the company to craft personalized, relevant messages. The platform’s “widget system” also allows for real-time design updates, so that the app’s look and feel aligns with MyWmtGear’s brand.
Since the 2017 launch, MyWmtGear has received hundreds of app downloads per day, increased sales by more than 25 percent each month, and hit a conversion rate of more than 7 percent. Perhaps most importantly, says Cherry, it’s received a lot of positive feedback about the app’s convenience and user- friendly experience.