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02 Feb VENDO’s Walmart.com Flash Picks + Event Strategy Drives 145% Lift in Baseline Sales

Posted at 10:25h in Case Studies, case studies child 3 by
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CONTEXT

We wanted to accelerate sales velocity on Walmart.com for a brand in the health & household category. Furthermore, we wanted to realize a longer-term sustainable baseline lift vs. a one-time short-term boost in sales.   

Objectives

  • Increase sales velocity  
  • Increase sales baseline 

Tactics

  1. Because we were able to get a Strategic Account Manager (“SAM”) from Walmart assigned to the brand, we were able to unlock the following exclusive promotional opportunities:
    a. Flash Picks 
    b. Event Features; in this case, the Summer Savings event 

     

  2. In order to see a longer-term sustainable baseline lift, we curated a promotional calendar in which we would run flash-picks one week on, one week off, one week on, one week off. Furthermore, we enrolled in the Summer Savings event for the tail end of the calendar to end the campaign off with a flood of additional traffic and sales 
  3. To further bolster market share capture and overall potential, our advertising team ramped up bids and budget during the flash pick and event 

Conclusion


Flash Pick #1 
  • +73% increase in sales compared to previous week 
  • 55% of Total Sales were Ad Sales 
  • Conversion increased from 8% to 12% 
  • ACoS decreased from 26% to 24%
  • ROAS increased 9% 

Flash Pick #2  
  • +208% increase in sales compared to previous two weeks average 
  • Only 42% of Total Sales were Ad Sales, compared to 79%. This increase in organic sales indicated that market share was being captured. 
  • Conversion increased from 1% to 3.5%
  • ACoS decreased by 47% 
  • ROAS increased by 88% 

June Summer Savings 
  • +67% increase in sales compared to May 
  • Conversion increased from 2% to 3.5% 
  • ACoS decreased 45% 
  • ROAS increased 84% 

Baseline Sales Impact 

There was a 145% increase in sales in the month following the campaign compared to the 3 months before the campaign. 

  • Daily Average for Flash Pick 1: +464% over baseline 
  • Daily Average for Flash Pick 2:  +226% over baseline 
  • Daily Average for June Summer Savings: +220% over baseline 
  • Daily Average for 1 Month Following Campaign: +145% over baseline 
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