SlideShare une entreprise Scribd logo
1  sur  34
Télécharger pour lire hors ligne
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
The Walmart
Effect
Succeed Here, Succeed
Everywhere
Today’s Logistics
Kerry Mallett
Webinar Coordinator
Recording & slides will be sent
by the end of the week
01
Submit questions for live Q&A
04
03
Download relevant resources
Log back anytime with same link
02
02
Join our poll questions
05
Tinuiti is the largest independent performance
marketing agency across the Triopoly.
Employees
Media managed Award-winning culture*
$3B #1 950+
4
*AdAge Best Places to Work 2019-2021
Some of
Our Clients
Our
Recognition
For commerce leaders of today and the future
Our Speakers
STUART CLAY
Associate Director of
Marketplace Strategic Services
SANTI ROCHA
Specialist, Marketplaces
Agenda
● Walmart & The Industry Landscape
● Marketplace Operations Planning & Strategy
● Advertising Opportunities & Holiday Prep
● What’s To Come with Walmart Advertising
7
How long have you been selling
on Walmart?
● 1-12 months
● More than a year
● More than two years
● I’m not selling on Walmart right now!
POLL
Walmart & the Industry
Landscape
9
● 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.
10
Advertising Partner
Tinuiti + Walmart
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).
11
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%
12
Walmart Marketplace
Operations
13
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.
14
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
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.
16
Additional Opportunities for Growth
Optimize Mobile
Experience
17
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)
Walmart Advertising
Opportunities
18
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
19
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
20
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
21
Offsite Display
Desktop Banner (Onsite)
Homepage Lockout (Onsite)
Holistic Advertising
Strategy & Q4 Prep
22
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
23
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
24
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
25
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.
26
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
27
What’s to come with
Walmart Advertising
28
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
29
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
30
Schedule Your
Consultation
with a Walmart
Expert
Q&A
Register now at tinuiti.com/TLC21
Thank you!

Contenu connexe

Plus de Tinuiti

Bottom of Funnel Conversion: What Your Brand Can Do if Sales Are Down in Q1
Bottom of Funnel Conversion: What Your Brand Can Do if Sales Are Down in Q1Bottom of Funnel Conversion: What Your Brand Can Do if Sales Are Down in Q1
Bottom of Funnel Conversion: What Your Brand Can Do if Sales Are Down in Q1Tinuiti
 
The 15-Minute Breakdown: Clarifying the Misconceptions Behind Buying CTV/OTT
The 15-Minute Breakdown: Clarifying the Misconceptions Behind Buying CTV/OTTThe 15-Minute Breakdown: Clarifying the Misconceptions Behind Buying CTV/OTT
The 15-Minute Breakdown: Clarifying the Misconceptions Behind Buying CTV/OTTTinuiti
 
5 Myths About Breaking Into the Streaming Space, Debunked
5 Myths About Breaking Into the Streaming Space, Debunked5 Myths About Breaking Into the Streaming Space, Debunked
5 Myths About Breaking Into the Streaming Space, DebunkedTinuiti
 
Turning Shoppers Into Customers: How to Retain Your New Customers Post-Holiday
Turning Shoppers Into Customers: How to Retain Your New Customers Post-HolidayTurning Shoppers Into Customers: How to Retain Your New Customers Post-Holiday
Turning Shoppers Into Customers: How to Retain Your New Customers Post-HolidayTinuiti
 
The 15-Minute Breakdown - 5 Big Bets for 2023
The 15-Minute Breakdown - 5 Big Bets for 2023The 15-Minute Breakdown - 5 Big Bets for 2023
The 15-Minute Breakdown - 5 Big Bets for 2023Tinuiti
 
2023 Digital Marketing Panels: How Can I Be More Efficient With My Budget and...
2023 Digital Marketing Panels: How Can I Be More Efficient With My Budget and...2023 Digital Marketing Panels: How Can I Be More Efficient With My Budget and...
2023 Digital Marketing Panels: How Can I Be More Efficient With My Budget and...Tinuiti
 
2023 Digital Marketing: How Do I Reach New Customers and Convert Audiences In...
2023 Digital Marketing: How Do I Reach New Customers and Convert Audiences In...2023 Digital Marketing: How Do I Reach New Customers and Convert Audiences In...
2023 Digital Marketing: How Do I Reach New Customers and Convert Audiences In...Tinuiti
 
2023 Digital Marketing Panels: How Can Social Perform Now That Content Is Cha...
2023 Digital Marketing Panels: How Can Social Perform Now That Content Is Cha...2023 Digital Marketing Panels: How Can Social Perform Now That Content Is Cha...
2023 Digital Marketing Panels: How Can Social Perform Now That Content Is Cha...Tinuiti
 
2023 Digital Marketing Panels: How Do I Effectively Use My Data, Especially N...
2023 Digital Marketing Panels: How Do I Effectively Use My Data, Especially N...2023 Digital Marketing Panels: How Do I Effectively Use My Data, Especially N...
2023 Digital Marketing Panels: How Do I Effectively Use My Data, Especially N...Tinuiti
 
2023 Digital Marketing Panels: How Do I Diversify My Presence Online and Get ...
2023 Digital Marketing Panels: How Do I Diversify My Presence Online and Get ...2023 Digital Marketing Panels: How Do I Diversify My Presence Online and Get ...
2023 Digital Marketing Panels: How Do I Diversify My Presence Online and Get ...Tinuiti
 
2023 Digital Marketing Panels: How do I prepare for what’s next in 2023?
2023 Digital Marketing Panels: How do I prepare for what’s next in 2023?2023 Digital Marketing Panels: How do I prepare for what’s next in 2023?
2023 Digital Marketing Panels: How do I prepare for what’s next in 2023?Tinuiti
 
(Another) Wild Year in Data Privacy: What Went Down in 2022 & What to Expect ...
(Another) Wild Year in Data Privacy: What Went Down in 2022 & What to Expect ...(Another) Wild Year in Data Privacy: What Went Down in 2022 & What to Expect ...
(Another) Wild Year in Data Privacy: What Went Down in 2022 & What to Expect ...Tinuiti
 
How to Engage New-to-Brand Amazon Customers in 2023
How to Engage New-to-Brand Amazon Customers in 2023How to Engage New-to-Brand Amazon Customers in 2023
How to Engage New-to-Brand Amazon Customers in 2023Tinuiti
 
The New Power Couple: Retail Media & Influencer Drive Conversions
The New Power Couple: Retail Media & Influencer Drive ConversionsThe New Power Couple: Retail Media & Influencer Drive Conversions
The New Power Couple: Retail Media & Influencer Drive ConversionsTinuiti
 
TikTok Roundtable: Advanced Best Practices Across Creative, Advertising, Tren...
TikTok Roundtable: Advanced Best Practices Across Creative, Advertising, Tren...TikTok Roundtable: Advanced Best Practices Across Creative, Advertising, Tren...
TikTok Roundtable: Advanced Best Practices Across Creative, Advertising, Tren...Tinuiti
 
The Always-On Approach: How to Continually Improve Your Streaming Advertising...
The Always-On Approach: How to Continually Improve Your Streaming Advertising...The Always-On Approach: How to Continually Improve Your Streaming Advertising...
The Always-On Approach: How to Continually Improve Your Streaming Advertising...Tinuiti
 
How to Build Your Brand with Kroger Precision Marketing
How to Build Your Brand with Kroger Precision MarketingHow to Build Your Brand with Kroger Precision Marketing
How to Build Your Brand with Kroger Precision MarketingTinuiti
 
YouTube Measurement: Proving Out Performance on the World’s Second Most Visit...
YouTube Measurement: Proving Out Performance on the World’s Second Most Visit...YouTube Measurement: Proving Out Performance on the World’s Second Most Visit...
YouTube Measurement: Proving Out Performance on the World’s Second Most Visit...Tinuiti
 
Budget Cuts? How to Prepare for the Economic Uncertainty with Conversion Rate...
Budget Cuts? How to Prepare for the Economic Uncertainty with Conversion Rate...Budget Cuts? How to Prepare for the Economic Uncertainty with Conversion Rate...
Budget Cuts? How to Prepare for the Economic Uncertainty with Conversion Rate...Tinuiti
 
Harvest Season: Building & Utilizing 1P Data to Boost Retention & Loyalty
Harvest Season: Building & Utilizing 1P Data to Boost Retention & LoyaltyHarvest Season: Building & Utilizing 1P Data to Boost Retention & Loyalty
Harvest Season: Building & Utilizing 1P Data to Boost Retention & LoyaltyTinuiti
 

Plus de Tinuiti (20)

Bottom of Funnel Conversion: What Your Brand Can Do if Sales Are Down in Q1
Bottom of Funnel Conversion: What Your Brand Can Do if Sales Are Down in Q1Bottom of Funnel Conversion: What Your Brand Can Do if Sales Are Down in Q1
Bottom of Funnel Conversion: What Your Brand Can Do if Sales Are Down in Q1
 
The 15-Minute Breakdown: Clarifying the Misconceptions Behind Buying CTV/OTT
The 15-Minute Breakdown: Clarifying the Misconceptions Behind Buying CTV/OTTThe 15-Minute Breakdown: Clarifying the Misconceptions Behind Buying CTV/OTT
The 15-Minute Breakdown: Clarifying the Misconceptions Behind Buying CTV/OTT
 
5 Myths About Breaking Into the Streaming Space, Debunked
5 Myths About Breaking Into the Streaming Space, Debunked5 Myths About Breaking Into the Streaming Space, Debunked
5 Myths About Breaking Into the Streaming Space, Debunked
 
Turning Shoppers Into Customers: How to Retain Your New Customers Post-Holiday
Turning Shoppers Into Customers: How to Retain Your New Customers Post-HolidayTurning Shoppers Into Customers: How to Retain Your New Customers Post-Holiday
Turning Shoppers Into Customers: How to Retain Your New Customers Post-Holiday
 
The 15-Minute Breakdown - 5 Big Bets for 2023
The 15-Minute Breakdown - 5 Big Bets for 2023The 15-Minute Breakdown - 5 Big Bets for 2023
The 15-Minute Breakdown - 5 Big Bets for 2023
 
2023 Digital Marketing Panels: How Can I Be More Efficient With My Budget and...
2023 Digital Marketing Panels: How Can I Be More Efficient With My Budget and...2023 Digital Marketing Panels: How Can I Be More Efficient With My Budget and...
2023 Digital Marketing Panels: How Can I Be More Efficient With My Budget and...
 
2023 Digital Marketing: How Do I Reach New Customers and Convert Audiences In...
2023 Digital Marketing: How Do I Reach New Customers and Convert Audiences In...2023 Digital Marketing: How Do I Reach New Customers and Convert Audiences In...
2023 Digital Marketing: How Do I Reach New Customers and Convert Audiences In...
 
2023 Digital Marketing Panels: How Can Social Perform Now That Content Is Cha...
2023 Digital Marketing Panels: How Can Social Perform Now That Content Is Cha...2023 Digital Marketing Panels: How Can Social Perform Now That Content Is Cha...
2023 Digital Marketing Panels: How Can Social Perform Now That Content Is Cha...
 
2023 Digital Marketing Panels: How Do I Effectively Use My Data, Especially N...
2023 Digital Marketing Panels: How Do I Effectively Use My Data, Especially N...2023 Digital Marketing Panels: How Do I Effectively Use My Data, Especially N...
2023 Digital Marketing Panels: How Do I Effectively Use My Data, Especially N...
 
2023 Digital Marketing Panels: How Do I Diversify My Presence Online and Get ...
2023 Digital Marketing Panels: How Do I Diversify My Presence Online and Get ...2023 Digital Marketing Panels: How Do I Diversify My Presence Online and Get ...
2023 Digital Marketing Panels: How Do I Diversify My Presence Online and Get ...
 
2023 Digital Marketing Panels: How do I prepare for what’s next in 2023?
2023 Digital Marketing Panels: How do I prepare for what’s next in 2023?2023 Digital Marketing Panels: How do I prepare for what’s next in 2023?
2023 Digital Marketing Panels: How do I prepare for what’s next in 2023?
 
(Another) Wild Year in Data Privacy: What Went Down in 2022 & What to Expect ...
(Another) Wild Year in Data Privacy: What Went Down in 2022 & What to Expect ...(Another) Wild Year in Data Privacy: What Went Down in 2022 & What to Expect ...
(Another) Wild Year in Data Privacy: What Went Down in 2022 & What to Expect ...
 
How to Engage New-to-Brand Amazon Customers in 2023
How to Engage New-to-Brand Amazon Customers in 2023How to Engage New-to-Brand Amazon Customers in 2023
How to Engage New-to-Brand Amazon Customers in 2023
 
The New Power Couple: Retail Media & Influencer Drive Conversions
The New Power Couple: Retail Media & Influencer Drive ConversionsThe New Power Couple: Retail Media & Influencer Drive Conversions
The New Power Couple: Retail Media & Influencer Drive Conversions
 
TikTok Roundtable: Advanced Best Practices Across Creative, Advertising, Tren...
TikTok Roundtable: Advanced Best Practices Across Creative, Advertising, Tren...TikTok Roundtable: Advanced Best Practices Across Creative, Advertising, Tren...
TikTok Roundtable: Advanced Best Practices Across Creative, Advertising, Tren...
 
The Always-On Approach: How to Continually Improve Your Streaming Advertising...
The Always-On Approach: How to Continually Improve Your Streaming Advertising...The Always-On Approach: How to Continually Improve Your Streaming Advertising...
The Always-On Approach: How to Continually Improve Your Streaming Advertising...
 
How to Build Your Brand with Kroger Precision Marketing
How to Build Your Brand with Kroger Precision MarketingHow to Build Your Brand with Kroger Precision Marketing
How to Build Your Brand with Kroger Precision Marketing
 
YouTube Measurement: Proving Out Performance on the World’s Second Most Visit...
YouTube Measurement: Proving Out Performance on the World’s Second Most Visit...YouTube Measurement: Proving Out Performance on the World’s Second Most Visit...
YouTube Measurement: Proving Out Performance on the World’s Second Most Visit...
 
Budget Cuts? How to Prepare for the Economic Uncertainty with Conversion Rate...
Budget Cuts? How to Prepare for the Economic Uncertainty with Conversion Rate...Budget Cuts? How to Prepare for the Economic Uncertainty with Conversion Rate...
Budget Cuts? How to Prepare for the Economic Uncertainty with Conversion Rate...
 
Harvest Season: Building & Utilizing 1P Data to Boost Retention & Loyalty
Harvest Season: Building & Utilizing 1P Data to Boost Retention & LoyaltyHarvest Season: Building & Utilizing 1P Data to Boost Retention & Loyalty
Harvest Season: Building & Utilizing 1P Data to Boost Retention & Loyalty
 

Dernier

Web 3 in Retail Unlocking New Possibilities
Web 3 in Retail Unlocking New PossibilitiesWeb 3 in Retail Unlocking New Possibilities
Web 3 in Retail Unlocking New PossibilitiesLiveplex
 
Key-Benefits-of-Marketplace-Payment-Reconciliation
Key-Benefits-of-Marketplace-Payment-ReconciliationKey-Benefits-of-Marketplace-Payment-Reconciliation
Key-Benefits-of-Marketplace-Payment-ReconciliationVinculum Solutions Pvt. Ltd.
 
Aliexpress Coupon Codes And Discount Codes
Aliexpress Coupon Codes And Discount CodesAliexpress Coupon Codes And Discount Codes
Aliexpress Coupon Codes And Discount Codesbirs gonzo
 
Delihvery-Delivery Partner-Ecommerce Platform
Delihvery-Delivery Partner-Ecommerce PlatformDelihvery-Delivery Partner-Ecommerce Platform
Delihvery-Delivery Partner-Ecommerce PlatformDeborahnich
 
Retail OS - Delivering the Omnichannel Experience.pptx
Retail OS - Delivering the Omnichannel Experience.pptxRetail OS - Delivering the Omnichannel Experience.pptx
Retail OS - Delivering the Omnichannel Experience.pptxJohn Andrews
 

Dernier (6)

Web 3 in Retail Unlocking New Possibilities
Web 3 in Retail Unlocking New PossibilitiesWeb 3 in Retail Unlocking New Possibilities
Web 3 in Retail Unlocking New Possibilities
 
Key-Benefits-of-Marketplace-Payment-Reconciliation
Key-Benefits-of-Marketplace-Payment-ReconciliationKey-Benefits-of-Marketplace-Payment-Reconciliation
Key-Benefits-of-Marketplace-Payment-Reconciliation
 
Aliexpress Coupon Codes And Discount Codes
Aliexpress Coupon Codes And Discount CodesAliexpress Coupon Codes And Discount Codes
Aliexpress Coupon Codes And Discount Codes
 
Ball Pens
Ball                                PensBall                                Pens
Ball Pens
 
Delihvery-Delivery Partner-Ecommerce Platform
Delihvery-Delivery Partner-Ecommerce PlatformDelihvery-Delivery Partner-Ecommerce Platform
Delihvery-Delivery Partner-Ecommerce Platform
 
Retail OS - Delivering the Omnichannel Experience.pptx
Retail OS - Delivering the Omnichannel Experience.pptxRetail OS - Delivering the Omnichannel Experience.pptx
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
  • 2. The Walmart Effect Succeed Here, Succeed Everywhere
  • 3. Today’s Logistics Kerry Mallett Webinar Coordinator Recording & slides will be sent by the end of the week 01 Submit questions for live Q&A 04 03 Download relevant resources Log back anytime with same link 02 02 Join our poll questions 05
  • 4. Tinuiti is the largest independent performance marketing agency across the Triopoly. Employees Media managed Award-winning culture* $3B #1 950+ 4 *AdAge Best Places to Work 2019-2021
  • 5. Some of Our Clients Our Recognition For commerce leaders of today and the future
  • 6. Our Speakers STUART CLAY Associate Director of Marketplace Strategic Services SANTI ROCHA Specialist, Marketplaces
  • 7. Agenda ● Walmart & The Industry Landscape ● Marketplace Operations Planning & Strategy ● Advertising Opportunities & Holiday Prep ● What’s To Come with Walmart Advertising 7
  • 8. How long have you been selling on Walmart? ● 1-12 months ● More than a year ● More than two years ● I’m not selling on Walmart right now! POLL
  • 9. Walmart & the Industry Landscape 9
  • 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. 10 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). 11
  • 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% 12
  • 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. 14
  • 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. 16
  • 17. Additional Opportunities for Growth Optimize Mobile Experience 17 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 19
  • 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 20
  • 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 21 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 23
  • 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 24
  • 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 25
  • 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. 26
  • 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 27
  • 28. What’s to come with Walmart Advertising 28
  • 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 29
  • 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 30
  • 32. Q&A
  • 33. Register now at tinuiti.com/TLC21