15 Jan Boosting Brand Visibility and E-commerce Sales on Walmart.com
+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
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).
2. VENDO also optimized product listings by improving key areas to both highlight the products on site and improve organic search performance.
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. Previously, the brand was only relying on Sponsored Products Auto campaigns driving a lot of branded spend. VENDO took over advertising management and shifted focus to non-branded keywords and expanded into Sponsored Brands and Sponsored Video campaigns.
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.
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