Walmart.com will have a new look this May with personalized elements that aim to entice shoppers to spend more time browsing.

Walmart.com will have a new look this May.

The retail giant will showcase large hero images featuring “relatable photography that showcases real-life moments,” writes Marc Lore, president and CEO of Walmart U.S. e-commerce, in a blog post announcing the change. The site also will tailor content based on a consumer’s location and interests. And, to create a “cleaner and more modern digital shopping experience,” Lore’s team is removing much of the blue that dominated the retailer’s home page.

“We’re also expanding our color palette and adding fonts to bring more vibrancy and depth to the site,” he writes.

The new site’s personalized elements will feature top, or trending, items in a shopper’s location and online order status, as well as a consumer’s local store profile that will showcase the services that are available within her location, such as Walmart’s online grocery service and its easy reorder service, which lets shoppers repurchase the items they buy most frequently in stores and online.

“Customers shopping for groceries and household essentials want to quickly re-buy what they always purchase, while those looking for a new couch want to be inspired while browsing the different options,” Lore writes.

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A glimpse at the redesigned homepage shows bold colors, a curated selection of items that a shopper recently ordered and smaller, rounded icons that aim to help a shopper locate her cart and other site features. It also features the “trending near” element under the hero image and information about a shopper’s recent online orders such as shipping status.

Its website overhaul is part of Walmart’s commitment to combat Amazon.com Inc. by enticing shoppers with what the retailer considers a more “browsable, personalized website” and more high-end brands and fashion options, such as its recent announcement that it will open a specialized online Lord & Taylor flagship store.

“Walmart’s new website has been a long time coming and is a natural next step as the company works to compete with Amazon,” says Diego Tartara, chief technology officer Latin America, Globant. “Shoppers want richer, more seamless digital experiences, and as Walmart advances toward this next level of e-commerce sophistication, they’re making sure to incorporate those demands by adding in services like easy reorders or visibility into order status. This investment in creating more personalized and timely experiences will be a key move for the company.”

“We want each category to feel like you are shopping a specialty store, and we plan to build out these specialty experiences for other categories starting later this year,” Lore writes.

Walmart is No. 3 in the Internet Retailer 2017 Top 500. Amazon is No. 1.

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