Table of Contents
- Introduction
- Catalog Setup and Optimization
- Outsourcing Efficient Shipping with Walmart Fulfillment Services (WFS)
- Expanding Customer Reach with Walmart Connect Sponsored Search Advertising
- Utilizing Promotions for Customer Acquisition
- Key Takeaways
- FAQs
Introduction
Imagine having a vast range of premium commercial cleaning and household products, but struggling to make significant sales online. Simpli-Magic, a manufacturer known for their high-quality offerings, faced this exact challenge. Despite having great products, they were finding it hard to enhance their eCommerce presence and drive sales on Walmart.com. Enter SellCord, a dedicated agency focused solely on maximizing brands' success on Walmart Marketplace. In this detailed case study, we'll delve into the specific strategies and actions SellCord implemented to catapult Simpli-Magic's online performance, and most importantly, the outcomes achieved through these efforts.
By the end of this post, you'll understand the practical steps taken to optimize product listings, manage logistics, boost visibility through advertising, and leverage promotions. Whether you're an eCommerce novice or a seasoned seller, learn how these tactics can potentially transform your business on Walmart Marketplace.
Catalog Setup and Optimization
Opportunity
Having an abundance of high-quality products is a great start, but without optimized listings, it's like having a well-stocked store hidden down a deserted lane. Simpli-Magic was in this exact scenario with their extensive product catalog on Walmart.com not being optimized for searchability and sales.
Solution
SellCord recognized this gap and began with a thorough audit of Simpli-Magic's catalog. They understood that the key to improving online performance lay in the details:
- Titles and Keywords Optimization: Utilizing Walmart’s best practices, SellCord refined product titles and peppered in high-volume keywords derived from in-depth analysis. These keywords were crucial in ensuring the products appeared in relevant search results.
- Visual Upgrades: High-resolution images were integrated into each listing, making the products more appealing to potential customers.
Outcomes
Through these meticulous optimizations, Simpli-Magic's products became more discoverable, which positively impacted click-through rates and conversions. Optimized titles and descriptions meant that when users searched for related products, Simpli-Magic’s offerings were more likely to appear prominently in search results, thus driving traffic and boosting sales.
Outsourcing Efficient Shipping with Walmart Fulfillment Services (WFS)
Opportunity
Simpli-Magic faced another hurdle: managing shipping and logistics costs, especially since they sold larger items. The surge in sales from optimized listings added pressure, exposing the limitations of their existing warehousing capabilities.
Solution
SellCord recommended enrolling in Walmart Fulfillment Services (WFS). This move was strategic for several reasons:
- Cost Efficiency: WFS provided more competitive pricing compared to Simpli-Magic’s existing logistics costs. These savings could be passed directly to the customers.
- Improved Fulfillment: With WFS, Simpli-Magic was assured that deliveries would be timely and inventory well-managed. This efficiency allowed the internal team to focus on other critical areas of the business.
Outcomes
By leveraging WFS, Simpli-Magic experienced streamlined operations and enhanced customer satisfaction due to reliable and punctual deliveries. This integration led to increased productivity and more bandwidth for the team to innovate and improve other aspects of their offerings.
Expanding Customer Reach with Walmart Connect Sponsored Search Advertising
Opportunity
Recognizing the need to further boost brand visibility and product discovery, SellCord turned their attention to Walmart Connect's Sponsored Search advertising.
Solution
Building on the freshly optimized listings and the advantage of quick, free delivery through WFS, SellCord saw an opportunity to take the momentum further. They focused on:
- Campaign Management: Actively launching and continuously optimizing Sponsored Search campaigns.
- Budget Management: Ensuring that campaigns were monitored and budgets appropriated to maximize effectiveness.
Outcomes
The targeted advertising efforts meant that Simpli-Magic's products were visible to potential customers actively searching for similar items on Walmart.com. This significantly increased the chances of conversions, contributing to substantial sales growth.
Utilizing Promotions for Customer Acquisition
Opportunity
Promotional strategies can significantly impact customer acquisition, particularly when timed around peak shopping periods and events.
Solution
SellCord facilitated Simpli-Magic's participation in strategic promotional events on Walmart.com, including Flash Deals, holiday promotions, and seasonal sales. These promotions were designed to:
- Drive Engagement: Capturing customer interest during high-traffic periods.
- Attract New Customers: Enticing new buyers with time-sensitive discounts on key products.
Outcomes
These promotions highlighted Simpli-Magic’s products during peak times, converting browsers into buyers and driving a spike in sales and brand awareness.
Key Takeaways
- Listing Optimization: Essential for indexing and ranking well on Walmart Marketplace. An optimized listing also aids quicker customer purchase decisions.
- Leveraging WFS: Can have a substantial impact on operational efficiency and cost management.
- Effective Advertising: Walmart Connect’s Sponsored Search can enhance visibility among ready-to-buy customers, driving sales.
- Promotional Engagement: Leveraging time-sensitive promotions can attract new customers and capitalize on high traffic periods effectively.
FAQs
What was the primary challenge Simpli-Magic faced on Walmart.com?
Simpli-Magic's primary challenge was lack of optimized listings which impaired their product discovery and sales on Walmart.com.
How did SellCord's catalog optimization benefit Simpli-Magic?
SellCord's optimization improved product visibility in search results through refined titles and strategic keyword use, which drove more traffic and increased conversions.
Why was enrolling in Walmart Fulfillment Services (WFS) strategic for Simpli-Magic?
WFS provided more competitive pricing for logistics, ensured timely deliveries, and allowed Simpli-Magic's team to focus on other areas of their business, leading to overall operational improvements.
What is the significance of Walmart Connect Sponsored Search advertising?
This advertising strategy provided targeted visibility for Simpli-Magic’s products, reaching potential buyers and significantly boosting sales.
How did promotional activities support customer acquisition?
Promotional activities like Flash Deals and seasonal sales drove customer engagement, spotlighting Simpli-Magic’s products during peak shopping times and thus converting more visitors into buyers.
Simpli-Magic's partnership with SellCord on Walmart.com is a textbook example of how strategic optimization, logistical alignment, targeted advertising, and promotional engagement can collectively transform an eCommerce business. Each step ensured Simpli-Magic not only enhanced their online presence but also drove substantial growth in traffic, sales, and customer satisfaction.
