As the second largest online seller in the US, success on Walmart not only drives your bottom line on Walmart, but also improves your success across marketplaces. In this session, our Walmart experts discuss how to be successful in Q4 with operations and advertising.
Retail OS - Delivering the Omnichannel Experience.pptx
The Walmart Effect: Succeed Here, Succeed Everywhere
1. Conquering Q4: A Holiday Planning
Summit for Marketers
DAY 1 - WEDNESDAY, AUGUST 25TH
Retail Media Madness: A Guide to an Integrated Holiday
Strategy
10-10:30am PT | 1-1:30pm ET
The Walmart Effect: Succeed Here, Succeed Everywhere
10:35-11:20am PT | 1:35-2:20pm ET
Prime Day Data Hold the Answers (but are you asking the
right questions?)
11:25am– 12:10pm PT | 2:25-3:10pm ET
Marketplace Ops: Making Sure You’re all Buttoned Up for Q4
12:15-1pm PT | 3:15-4pm ET
DAY 2 - THURSDAY, AUGUST 26TH
Building New Audiences (and Reactivating Old Ones) Before
the Holiday Season
10-10:30am PT | 1-1:30pm ET
Bringing your Shopping Feed to Life for Q4
10:35-11:20am PT | 1:35-2:20pm ET
Design Matters: Creative that Fuels the Funnel
11:25– 11:55am PT | 2:25-2:55pm ET
From Email to SMS: Overcoming Messaging Saturation
During the Holiday Season
12-12:45pm PT | 3-3:45pm ET
Upping Your Paid Search Conversions in Q4
12:50– 1:35pm PT | 3:50 – 4:35pm ET
3. Today’s Logistics
Kerry Mallett
Webinar Coordinator
Recording & slides will be sent
by the end of the week
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Submit questions for live Q&A
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Download relevant resources
Log back anytime with same link
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Join our poll questions
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4. Tinuiti is the largest independent performance
marketing agency across the Triopoly.
Employees
Media managed Award-winning culture*
$3B #1 950+
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*AdAge Best Places to Work 2019-2021
10. ● Marketplace advertising expertise and experience.
Tinuiti has a long history of adopting and growing clients
with advertising on marketplace channels.
● Tinuiti has a proven methodology of campaign structure, keyword
optimization and product promotion in marketplace advertising and
developing a unique to Walmart approach.
● Tinuiti is one of only eight Walmart Advertising API partners in
product development
and business development to improve functionality, features and
scalability of their platform to drive results for sellers and
advertisers. Tinuiti also is working to expand this partnership to
additional service lines including Creative & Operations.
● Tinuiti specializes in holistic Walmart advertising management
including Display, Sponsored Products, Search Brand Amplifiers
and co-managed WMC opportunities.
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Advertising Partner
Tinuiti + Walmart
11. Walmart in the Current Landscape
Walmart Ecommerce Growth Continues
● Walmart displayed US sales growth of 6% YoY in it’s last
fiscal quarter (ending 5/1/21). This growth was partly due
to continued momentum in ecommerce sales which rose
37% YoY and has over doubled in the last two years.
● As of February 21’, Walmart displaying the 2nd fastest US
ecommerce sales growth and takes the #2 spot in total
US ecommerce sales.
Walmart’s Competitive Edge
● One of Walmart’s main differentiating value propositions
is their robust physical footprint and the potential
post-covid, in-store retail rebound that could greatly
strengthen their position against the competition... who
may be lacking in that area.
● Walmart’s subscription service, Walmart+, is estimated to
have pulled in 16%-18% of all Walmart shoppers as of
April (up from 13%-14% in Jan).
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12. Walmart’s Digital Scale
3rd party
sellers
currently selling on
Walmart.com
107k+
of Amazon
shoppers also
shop on
Walmart
57%
searches
every second
16M
products
online
and growing at a
rapid pace
50M+
of products are
from
Marketplace
sellers
92%
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14. Q4 Preparation Checklist
Priority Context
Inventory & Assortment Having adequate inventory for key assortment to meet customer demand is essential.
Best Pricing Make sure to provide competitive pricing to entice customers to convert.
Fast Shipping If possible, provide customers with free 2 Day shipping. Also consider Walmart Fulfillment Services (WFS).
Quality Content Utilize the Listing Quality dashboard to ensure your SKUs have a high score.
Customer Service Respond to customer inquiries within 24 hours to promote their satisfaction.
Seamless Returns Provide customers with the option for free online or in-store returns.
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15. 15
On average, a seller should be doing roughly 20-30%
of total Amazon business volume on Walmart (with
selling parody). Business that are able to achieve that
20-30% often share these characteristics:
1. Established seller presence - reviews, organic
sales history, good product detail page content
2. AUR above $20 - OR - items that are commonly
bought with other items (free shipping is $35+)
3. 2 day shipping and/or pick up in store capability
4. Actively working on Walmart specific
content/search optimization efforts - to
increase discoverability
5. Seller metrics within recommended parameters
(i.e. order defect rate under 6%)
6. Sellers that can compete on pricing with
Amazon in real time, either by parity or repricing
Success Starts With a Solid Foundation
16. Potential Roadblocks to Keep an Eye On
Roadblock Context
High Order Defect Rate
Your account may be at risk of suspension if your ODR is too high. Closely monitor OTD, cancellations and
returns.
Warehouse Closures
Make sure to utilize the Additional Days Off feature if your warehouses will be closed on certain days during the
Holiday season.
Unpublished Items Utilize the Unpublished Items dashboard to find opportunities where you are missing out on sales.
Lost Buy Box Review the Box Buy Report regularly to see where you may be losing the buy box to other sellers.
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17. Additional Opportunities for Growth
Optimize Mobile
Experience
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Create Exclusive Bundles Submit Items for Promotion
Campaigns
Ensure Pro Seller Badge
Eligibility
Syndicate Reviews from Your
Online Storefront
Increase Reviews with Spark
Reviewer Program
Utilize Advertising (WMG
and/or WPA)
19. Sponsored Products
The Details:
● Only current self-serve option with ads appearing on
Walmart.com
● Requirements: In-Stock, Winning Buy Box & (for search) must
display within first 128 organic results
● Targeting: Keyword & Automatic – Placements and bid multipliers
for optimization levers
● Budget Mins: $100/total and/or $50/day – Bid Mins: Auto-$0.3,
Manual-$0.2
● Placements include: Search Ingrid, Carousels (Search, Item,
Browse, Personalized), Buy Box & Stock Up
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20. Search Brand Amplifiers
The Details:
● Premium ad showing the brand and a portfolio of products
● These ads include brand logo, custom headline, and up to 3 automatically populated SKUs
● You only pay when a customer clicks your ad
● Booked via Walmart Connect with Tinuiti
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21. Closed Loop Display
The Details:
● Booked and co-managed with Walmart Connect
● Rather hefty minimums, starting at around $100k/flight
● Placements include: Homepage & Category lockouts, Banner Ads, Offsite and Social
● Track ad-exposed sales both on .com and in-store
● Awareness & Consideration focused
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Offsite Display
Desktop Banner (Onsite)
Homepage Lockout (Onsite)
23. Sponsored Products campaign strategy fueling
performance
Trust the Process
● Leverage multi-SKU auto for learnings
● Identify key strategic products for breakout and
bid control
● Layer cascading bids to assign prioritization
(product and keyword type)
● Use placement inclusion and platform
multipliers in response to performance
● Proactively audit for keyword opportunities
● Using 3P, Seller and Walmart data, continually
analyze performance and
Reporting & Analysis
Leverage a combination of internal, Walmart and seller
performance data to better understand holistic
performance and guide cross-campaign strategy
Auto (Broad)
Manual (Targeted)
Cascading bid prioritization
Placements, Platforms &
Multipliers
Proactive Keyword
Audits
Data &
Analysis
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24. Q4 Preparation Checklist
Priority Context
Foundational Elements Seller Center elements - Scorecard, Buy Box %, Listing Quality, Badging, Inventory, etc...
Walk the shop Perform test queries on prioritized products to identify ad deficiencies
Competitive Analysis Leverage 3rd party solution providers to better understand keyword and product SOV
Structure & Strategy Audit Ensure appropriate campaign structure, coverage, Item inclusion and Placements, Platforms & Modifiers
Bid Levels & Prioritization Ensure Keyword, Product & Campaign cascading bid prioritization
Accelerators Search Brand Amplifiers, Display (digital & in-store) & future opportunities
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25. Sponsored Products performance at a glance...
3x the amount of Tinuiti advertisers
leveraging Sponsored Products in Q2, when
compared to Q2 of 2020
63% (Auto)/37% (Manual)
Leveraging Auto to drive performance and learnings, and
Manual for strategy and return
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26. Leverage learnings to dictate strategy
After three quarters of CPC holding roughly
steady for many Walmart advertisers, CPCs
rose 15% quarter over quarter in Q2
Walmart advertisers spent more during “Deals for Days’”
high-volume days, and spend peaked on June 22 at more
than 50% higher than the daily average of the two weeks
before the Deals for Days event kicked off.
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27. Potential Roadblocks to Keep an Eye On
Roadblock Context
Content/Catalog
If your content doesn’t accurately portray all elements of your product and brand, you run the risk of wasting
spend with you ad efforts
Expectations
“This isn’t Amazon” -- And they don’t claim to be, Walmart strategy and performance expectations are unique to
Walmart Marketplace
No Negative Keywords
Since Walmart does not currently support Negative Keywords, it is essential to leverage Manual campaigns to
drive strategy -- This is your only way to target specific keywords
Lost Buy Box Review the Box Buy Report regularly to see where you may be losing the buy box to other sellers.
1st Price Auction
Without the safety net of a 2nd price auction, it is advantageous to structure your optimizations in a frequent but
conservative bid adjustment maner
Growing Pains This is a new-ish platform and offering and with such, certain things will be in flux
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29. What’s to come from ‘Walmart Connect’
The Trade Desk Partnership
● Offer off-site ads across TTD’s
network
● Leverage Walmart’s retailer
level data
● Available prior to holiday 21’
Self-Serve Display Offering
● Walmart acquired Thunder Ad
Tech to help stand up their
self-serve display
● New portal that will facilitate
self serve ads management
● Available prior to holiday 21’
API Support for Search
Brand Amplifiers
● SBAs will have API support
(currently beta)
● Currently slated for H2
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30. 1. Walmart Marketplace success starts with a solid
and robust foundation
2. Audit all areas of your account, catalog and
advertising efforts to ensure a smooth peak
selling season
3. Leverage proprietary ad tech & reporting for
greater management efficiencies and in-depth
insights.
4. Advertising effectiveness is in lock step with
catalog health
5. Take advantage of new opportunities
Key takeaways
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