🕔 Retail Daily Minute | Walmart Acquires Vibe.co, Bath & Body Works Enters Ulta & Instacart Pilots Shoppable Video

Hello Omni Talk Fans!

In today’s Retail Daily Minute:

Walmart moves deeper into connected TV advertising by acquiring Vibe.co, a self-serve CTV platform, to make streaming ad buying more accessible and measurable for SMB and mid-market brands through Walmart Connect.
Bath & Body Works enters Ulta Beauty, bringing a curated selection of its most-loved products to more than 600 Ulta stores and Ulta.com starting July 12th, as the brand accelerates its push beyond its own retail walls.
Instacart pilots “Immersive Feed,” a short-form vertical video experience embedded within retail storefronts on its site, letting shoppers move seamlessly from recipe inspiration to adding items to their cart.

Plus, a very special inside look at a Veloq-powered fulfillment center in Vienna, and a quote inspired by Walmart’s latest acquisition target.

👇 Listen now

Today’s Top Headlines

1. Walmart Acquires Vibe.co to Strengthen Its CTV Ad Capabilities

Walmart acquires Vibe.co, a self-serve connected TV ad platform, to expand Walmart Connect’s commerce media capabilities. The deal aims to make CTV advertising more accessible and measurable for SMBs and mid-market brands, combining Vibe.co’s platform with Walmart’s audiences and closed-loop measurement. (Read More)

2. Bath & Body Works Officially Expands to 600+ Ulta Beauty Stores

Bath & Body Works will launch a curated product selection in 600+ Ulta Beauty stores and Ulta.com starting July 12, including an Ulta-exclusive Juniper Breeze fragrance. The move is part of BBW’s broader strategy to expand beyond its own stores, following launches on Amazon and in college campus stores. (Read More)

3. Instacart Pilots a New Short-Form Video Feed for Meal Inspiration

Instacart is piloting “Immersive Feed,” a short-form vertical video feature within select retail storefronts that lets customers browse meal and recipe content and add items to cart. Brand partners including Hellmann’s and Siete Foods are participating, with expansion to more partners planned for later in 2026. (Read More)

4. Shein and BHV Paris End Their Controversial Store Partnership

Paris department store BHV has ended its seven-month partnership with Shein, with new management calling it a mistake. The November 2025 tie-up sparked protests, brand walkouts, and a failed government shutdown attempt. Shein called the split “regrettable” but said the collaboration was always intended to be temporary. (Read More)

5. Target Pilots New Roundel x DirecTV Deal to Boost Ad Relevance

Target is piloting a Roundel and DirecTV partnership, using first-party shopper data to serve relevant targeted video ads across DirecTV’s home screen, live TV, and travel venues, with closed-loop measurement and attribution back to Target purchases. Roundel now tops $2B in value, with a goal to double that by 2030. (Read More)

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