Utilizing Brand Shops to Drive Sales on Walmart.com

Aug 25, 2024 · By Jacob May, Strategic Account Manager, VENDO

INTRODUCTION

Historically, retail digital platforms have utilized “Brand Pages” to allow brands to create a virtual storefront for their customers. Within these brand pages, brands typically will promote their hero items, key categories, promotional items, and more. Within the past year, Walmart has released their self-service “Brand Shop”. This release allows brands to customize and publish their storefront at no cost. In this blog, you’ll learn what metrics are available in the self-service portal, the “modules” you can utilize, and how to drive internal and external traffic to your brand shop.

Brand Shop Metrics

One of the key opportunities to ensure your brand shop is resonating with your customers is to understand the metrics that are available to you. Reviewing these metrics on a daily, weekly, and monthly cadence will allow you to make meaningful updates to your brand shop. When logged into your brand shop portal, navigating to the “Performance” overview will allow you to see all metrics that are available to you, which include: Total Sales, Orders, Units, Visitors, Views, Avg. Sales/Units/Views per order, Avg. sales per visitor, and Order Rate. All metrics are collected and can be viewed daily, and date ranges can also be customized to review. One example of leveraging this data to understand if it’s having an impact, is to review your Order Rate and compare it to Total Visitors. If you have a high Total Visitor amount, but a low Order Rate, that may tell you to optimize your content and/or the products you have featured on your Brand Shop.

Brand Shop Modules

The brand shop modules are the individual sections that serve different purposes in driving awareness to individual products and/or categories that apply to your brand. At the time of this writing, Walmart has made a couple modifications to the modules available to you and we anticipate more modifications as the Walmart Brand Shops evolve. Each module is dynamic in where you place them on the page. Most modules allow you to add a click through link to either a customized shelf, or PDP URL. The current brand shop modules are as follows: Hero Banner, Category Hubs, Item Carousel, Video, and Promo Cards. Each module has specific capabilities and requirements for images, copy, etc. Those requirements can be found as you are building out your brand shop/shelf within the Walmart Ad Center.

Driving Traffic

Once your brand shop is live, you’ll receive a custom vanity link that can specifically be used to drive off and on-site traffic to your brand shop and/or shelf. One example of a VENDO brand utilizing this feature is in the Toys category. This VENDO managed brand leveraged the vanity link within their DSP campaigns and Sponsored Brand campaigns. This VENDO brand wanted to drive significant traffic to their digital storefront and lead customers to exceptional value during a promotional period in their business. When combining both strategies, the brand saw a 309% increase in sales YoY.

CONCLUSION

Brand Shops on Walmart.com are a great way to bring your brand to life. It is so much more than just a page of your products. Before publishing your brand shop to Walmart.com, make sure you understand the metrics available to you, the modules and their requirements, and the best ways to drive meaningful traffic to fully drive sales. If you utilize these tactics, you’ll begin to see incremental omni-channel sales.