Case Study

Boosting Brand Visibility and E-commerce Sales on Walmart.com

January 15, 2024

Metrics

+16%

Total YoY Sales

+44%

Highlighted Brand YoY Sales

Context

A brand in the Performance Nutrition category, was struggling to build a growth minded Walmart.com business. By partnering with VENDO, they were able to see a 14% YoY increase while taking foundational steps in improving Content Quality Scores, Share of Voice, and their Ship to Home business, as detailed below.

1. CONTENT QUALITY SCORE IMPROVEMENTS

KEY METRICS:

+8 pt avg improvement in CQS

Increase from 1 to 17 items over 95% threshold

CONTEXT:

Content Quality Scores are a key metric on Walmart.com as they represent a brand’s commitment to building a business online and telling the product story to customers.
On July 12, 2023, Walmart changed the methodology of the Content Quality Score Matrix:

+No Longer Included: Ratings & Reviews

New: Attributes

Continued Importance: Copy (TItle, Site Description, Key Features) and Image

CONTEXT:

+No Longer Included: Ratings & Reviews

New: Attributes

Continued Importance: Copy (TItle, Site Description, Key Features) and Image

CONCLUSION:

WW24:

Avg Content Quality Score: 89%

Items Over 95% Threshold: 1

WW36:

Avg Content Quality Score: 97%

Items Over 95% Threshold: 17

2. Share of Voice Improvements

KEY METRICS:

#1 Share of Voice (from #10)

#2 Share of Voice (from #7)

TACTICS:

1. VENDO presented a strategy of how to improve Content Quality Scores. We ran a proof-of-concept exercise on the Focus Brand’s brand. (Scope: 20 items).

Additional Brand – Top keyword in the category: Paid Share of Voice was #1, before VENDO the brand was ranked #10

Focus Brand – Top keyword in the category: Paid Share of Voice was #2, before VENDO the brand was ranked #7

2. VENDO also optimized product listings by improving key areas to both highlight the products on site and improve organic search performance.

3. SHIP TO HOME SALES IMPROVEMENT

KEY METRICS:

+53% Improvement in FC to Customer (S2H) Sales

CONTEXT:

Often with Walmart.com, brands are heavily reliant on in-store modular items. Pickup, Delivery, and Ship from Store (SFS) channels all involve taking inventory from the Brick & Mortar modular. Ship to Home (S2H) will ship units from the Walmart fulfillment centers. This channel is typically used for dotcom only items.

TACTICS:

1. The brand has seen a 53% increase in S2H sales since working with VENDO. This shows the ability to sell items that are independent of the store’s modulars and sets the brand up to expand into additional channels, like Walmart Marketplace.

2. VENDO focused on supply chain, making sure all items were turned on for all customer order fulfillment channels while also building whole assortment online, outside of just store items.

CONCLUSION

In conclusion, the case study highlights the remarkable journey of a brand that significantly improved its Content Scores and Share of Voice on Walmart.com, ultimately leading to a substantial boost in sales. By focusing on enhancing the quality of their product listings, optimizing content for search algorithms, and strategically engaging with Walmart Marketplace, the brand was able to realize outstanding results. This success story underscores the vital role of content strategy in the e-commerce landscape, and the potential for substantial growth when a brand prioritizes visibility and customer experience.