Walmart's marketplace is growing rapidly, with over 64,000 third-party sellers and 20% of Amazon's sales volume. The webinar covered strategies for optimizing advertising performance on Walmart, including leveraging the Ad Center and ensuring accurate product information in Seller Center. It also provided tips on reliable fulfillment with Deliverr and increasing search visibility and buy box share with repricing tools from xSellco. The presentation provided an overview of opportunities and considerations for developing an effective 2021 strategy on Walmart.

1. Planning Your Walmart 2021 Strategy
Pro-Tips on Advertising, Logistics, Selling & ReviewsPlanning Your Walmart 2021 Strategy
Pro-Tips on Advertising, Logistics, Selling & More

2. Today’s Logistics
Persephanie Arellano
Webinar Coordinator
● Session recording and slides will be sent out
● Log back in anytime with the same link
● Resources available as handouts
● Submit questions for live Q&A

3. Tinuiti is the largest independent performance
marketing agency across the triopoly.
Some of
our clients
Our
Recognition

4. Today’s Speakers
Timothy McDonnell
Sales Team Lead
Stuart Clay
Assoc. Director, Strategic
Marketplace Services
Gareth Cummings
CTO

5. 5
1. Walmart Marketplace - State of the Business
2. Fueling Sales with Walmart Advertising
3. Leveraging Ad Center to Optimize Performance
4. Seller Center’s Impact on Ad Performance
5. Reliable fulfillment with Deliverr
6. Increase visibility in Walmart search results & gain a larger
share of the Buy Box with xSellco
Agenda

6. Poll Question
Is your brand currently advertising on Walmart.com?
■ Yes
■ No

7. Walmart Marketplace
State of the Business
7

8. 8
Marketplace Overview
https://www.marketplacepulse.com/articles/marketplace-is-driving-walmarts-online-progress, *Cleveland Research Group 2018 eCommerce Benchmark Report
https://www.marketplacepulse.com/walmart/number-of-products
https://www.marketplacepulse.com/articles/walmart-doubles-marketplace-size-in-a-year
64,000+
3rd party sellers
20%of Amazon sales volume
44+ million
products online in 2020
57%of Amazon shoppers on
Walmart.com also*
10%more with advertising
93%
of products are from
marketplace sellers

9. How is Walmart evolving?
What’s new
Tech/Product
Holiday
Advertising
● New placements for Search Ingrid
● Manual campaigns now added to carousel
● Item Health Reporting
Seller Center
● Product Spec 4.0
● Shipping Templates
● “Pro Seller” badge
● Walmart’s Holiday Hub ( https://marketplace.walmart.com/holiday-hub/)
● Deals for Days
● Physical store changes
● New Customer Messaging center
● Post Sales Quality Score
● Listing Quality Dashboard

10. Fueling Sales with
Walmart Advertising
10

11. Walmart Advertising is growing… fast
Walmart Marketplace GMV will double in 2020

12. • “Deals for Days” driving more, less qualified, traffic
• 233% impressions increase for Event #1, 354% increase for Event #2
• Nov - Clicks are up 46% MoM, CPCs are up 13%, CR is down 11%, Avg ROAS down 21%
• Avg CPCs were raised in preparation for events but lowered in response to return and 1st
price auction
• Tinuiti saw roughly a 25-50% increase to remain competitive and control return
• Leverage attribution for holistic reporting – Browsing is online this year
• Oct (30 v 3 day - click) -- CPG: +13%, Baby: +20%, Home: +14%
• Brand names matter, especially in competitive categories – No tangible browsing – Brand trust
• Automatic campaigns often outperform manual but manual are essential for strategic targeting and return
• Minor bid changes can lead to dramatic performance increases due to the first price bid auction
What we’re seeing…
Increasing
brand reach
More clicks
More
competition
& higher
CPCs
Increasing
spend
Increasing
sales
Strategy
dependent
return

13. Proactive
Product &
Keyword
Bidding
Consistent
Inventory &
Competitive
Pricing
Fast & Free
Fulfillment
Campaign
Structure &
Targeting
Robust and
informative
Content
Holistic
Analytics &
Reporting
Factors of a successful ad unit
Direct Ad
Center
Factors
Indirect
Seller Center
Factors

14. Leveraging Walmart Ad
Center to Optimize
Performance
14

15. Campaign Setup
● Automatic FTW… initially
● Think product groupings first, then SKUs, then keywords
● It’s recommended that product groups house 10-20 (like) products for maximum visibility
● Leverage daily budgets to control spend – Budget type can't be changed after launch
At Launch
● Start with a high product count, automatic, campaign(s)
● After 1-2 weeks, review data and break out key products and/or product groupings to targeted manual campaigns in
response to strategic objectives
○ Initial bids should be fairly conservative and scaled with efficiency (1st price auction)
●Ensure bids are always higher on manual to appropriately direct traffic to the campaign with more control
Setting up Ad Campaigns for Success & Scale

16. Bid Optimizations
● Frequent, conservative, bid adjustments should be made in response to
performance analysis
● Tired keyword bidding has shown to perform well on manual campaigns
○ Exact(High)>Phrase(mid)>Broad(low)
Bid multipliers
● Reference page type & placement reporting within the Ad Center and adjust bid
multipliers in response
Keywords
● Leverage Auto campaigns ( “On-Demand” reporting), Test queries & Walmart’s
Keyword Analytics tool to aid in keyword generation and help dictate strategy
Learn and Grow
● Test & Learn (A/B)
● Be the buyer
Levers to drive performance
Optimizing for Efficiency and Performance

17. Minimal impressions
● Reference “Item Health Report” for stock status and Buy Box eligibility
● Are there enough products and/or keywords? Are bids aggressive enough?
○ Still having issues? Walmart Support
High impressions, low CTR
● Manual – Check keywords for accuracy and relevancy
● Automatic – Reference Seller Center for categorization, content & pricing
High CTR, low conversion
● Check your Seller Center product data.
○ Does your title accurately describe the item? Is size/unit count clearly
displayed? Competition?
Again, be the Buyer
● Perform test queries and compare your ad to others within the category
Common optimization scenarios
Common Troubleshooting

18. Minimal feature set
● No negative keywords
● Minimal targeting
● Lack of holistic reporting
● Segmented platforms
Inconsistent Performance
● SKU Count, Auto v Manual, Hidden thresholds
● Only the hero SKU/Base ID can be advertised
Minimal visibility into Seller Center issues impacting performance
Walmart is not Amazon
Walmart selling challenges? Leverage me!
Stuart.Clay@Tinuiti.com
Understanding the challenges
Optimization Schedule and Considerations

19. In Comparison
Bid Auction
2nd
Price Action
(pay just over most competitive)
1st
Price Auction
(pay what you bid)
Negative Keywords Yes No
Campaign Strategy Granular 1x1 structure performs better
Higher (10-15) product count to Ad
Group performs better
Campaign Type Sponsored Products, Brands & Display Sponsored Products
Campaign Performance
Manual has more control and tends to
perform better
Auto performs the best
Spend No mins
$100/day, $1k/camp, can spend less
leveraging bidding
Placements Auto & Manual have equal placements
Auto offers more placements, Manual
only SERP
MobiusX Full integration Integration dependent
19

20. Advertising Success
Starts With Walmart
Seller Center
20

21. Content directly influences
advertising performance
(CR, CTR, , etc..)
Inconsistent and inaccurate
inventory presence
2
4
1
3
Content Inventory
Fulfillment Pricing
• Titles, Feature & Descriptions
• Categorization
• Attribute population
• Product relationships
• Reviews/Customer Feedback
Key Seller Center factors impacting ad performance
• Inactive listings
• Oversells (customer service)
• Lost revenue
• Seller Performance issues
(ODR)
Fast, Accurate & Efficient
Fulfillment Guarantees
Buy Box percentage, price
parity and suppressions

22. Fast, Efficient & Reliable
Fulfilment
22

23. What is Deliverr?
Fast & Affordable
Fulfillment
Platform Data and
Insights to Optimize
Sales and Costs
Multi-channel
Inventory & Order
Management
01 02 03

24. A single, unified Channel Partner

25. Why Deliverr?
Clear, Simple Pricing Prime-like Badging
Hassle-Free
Pricing in the structure you already know. Pay
just two fees, fulfillment and storage, competitive
with Amazon’s multi-channel fulfillment.
Enable your items on fast shipping programs across
Walmart, Facebook, Google, eBay and your own
website, helping to improve visibility and grow sales.
Set up in less than 2 minutes. No setup fee,
no minimums. Don’t worry about running
out of space or meeting shipping SLAs.
Visibility & Service
Complete visibility for your team and customers,
with the guaranteed customer service you expect
from a premier partner

26. Transparent All-Inclusive Pricing

27. Get the badges that accelerate sales.
10% increase in sales 80% increase in sales 47% increase in sales
50% reduction in CPA
for 2-day, 62% on
next-day
31% increase in sales 7% increase in sales
50% reduction in CPA
for 2-day, 62% on
next-day

28. How long does it take to get started?
Day 1 Day 4-8 Day 5-10 Day 5-10
Get Started
Connect your listing tool or
shopping cart in just a few clicks,
and explore cost previews for
each item in your catalog.
Send Inventory
Pick the items you want to send,
and Deliverr will guide you
step-by-step on how to ship to
us. You can even use our
discounted shipping rates!
Activate Fast Tags
Turn on fast shipping tags in
Deliverr, and we'll take care of
the rest. You'll soon see your
listings transform across your
sales channels!
Start Selling
Once we receive your inventory,
we will sync with your sales
channels so that orders
automatically start flowing in.

29. Complete visibility for you and your customers
Once we receive your inventory, we sync with your sales channels so that orders
automatically start flowing in. As orders ship, tracking information will automatically be
updated to your sales channels.

30. Transform your website with Deliverr
Build an unparalleled delivery experience for your buyers

31. Overview of Deliverr’s Website Program
2-day/NextDay Enabled
Website
FB, Google & Instagram Ad
Extensions
Real-time Order Fulfillment
Display dynamic 1-2 day delivery badging (reflecting
real-time inventory positioning) across your website with
promised delivery dates and guarantees to optimize
conversion.
Enable Deliverr’s ad extensions across Facebook,
Instagram and Google Shopping to extend fast shipping
promises to the moment buyers interact with your brand,
capturing more traffic.
Upon checkout, Deliverr fulfills the item to the
buyer within the promised delivery date.

32. CPA + fulfillment
cost
$1 $5 $10 $15 $20 $25
Shopify w/
2-day
Shopify w/ self
or Standard
$7.50 $24.00
$6.50 $30.00
Fulfillment
Cost
CPA
Shopify w/
Nextday
$18.00
$75 item, 1 lb
$30 $35
Contribution margin per order = price - fulfillment - COGS - CPA22-50%
Reduction
in CPA
$7.50

33. Multi-channel
Inventory & Order
Management
We integrate with all of your online
sales channels, exchanging inventory
and order data in real-time so you can
offer fast shipping everywhere you
sell.
Sell from a single pool of inventory
with Deliverr to maximize inventory
efficiency.

34. By aggregating data and insights gained from partner sales across
platforms and categories, along with analysis of your own sales
fulfilled by Deliverr, we are able to offer unique insights to help drive
sales while reducing costs.
Data & Insights to help optimize
sales and costs

35. Increase Visibility and Gain a
Larger Share of the Buy Box
35

36. Overview
9,000+ customers across 47 countries using our core
ecommerce seller tools: eDesk, Repricer.com,
Feedback, and Google Shopping.
eDesk.com is the #1 ecommerce helpdesk which helps
online retailers manage all their customer support in one place.
Send and receive messages to/from your Walmart customers
and display order data.
Repricer.com is a multichannel price management
solution which helps online retailers optimize their prices
across Amazon, Walmart, eBay, Google Shopping, Shopify,
Magento and more.
xSellco feedback (now part of eDesk) helps you
automate feedback requests for Amazon,
eBay, Trustpilot and more.
Official Walmart and Google partner plus a
long-standing member of the Amazon
Marketplace Development Council.
Our Google Shopping integration allows you
to quickly push your inventory feed to Google and
drive shoppers to your own webstore.

37. • Amazon is still the king of ecommerce, but with over 100 million
unique monthly visitors, the Walmart marketplace can be a great
place to sell your products.
• Online sales in Q3 spiked nearly 80% after almost doubling in Q2.
• The Walmart marketplace permits third-party sellers to list and sell
their products on its website in a similar way to Amazon and eBay.
• By selling on both Amazon and Walmart you can increase your brand
recognition as well as your sales and profits.
• Walmart’s Shopify integration makes listing, inventory management
and price adjustments easier.
• In order to be successful, it’s crucial to have the right strategy and
tools for your business including repricing software.
The Walmart Opportunity

38. Repricing software like Repricer.com allows
ecommerce merchants to automatically raise or
lower their prices to beat their competition.
What is Repricing Software?

39. Setting Min and
Max Prices
Min (Floor) Price
Max (Ceiling) Price
You will never sell ABOVE
your ceiling price
You will never sell BELOW
your floor price

40. Why Do Sellers Use Repricing Software?
Saves time
and energy
Increases sales
and profits
Win more Buy Box
at a higher price
Manage all your prices
in one platform
Stay competitive 24/7
without constant attention
Like a good accountant, any repricing
software should pay for itself

41. I don’t have enough inventory
Not so. Repricing software is viable for one product or
10,000 products if you want to free up some time and
have the repricing task taken out of your hands.
Repricing Software Myths
It’s a race to the bottom
No, it’s not. Every sale can be maximized using
repricing software because your price can move up
(if a competitor goes out of stock, or prices
increase) or down.
I can’t define my prices
Yes, you can. You can set minimum and
maximum prices when you set up your rules,
and the repricing software will stay within
those boundaries.
I’ll lose money
Nope! Repricing software factors in all your costs to
ensure your products remain profitable.
#1 #2
#3 #4

42. The Walmart Buy Box
Add to Cart
• What is a Buy Box? The button where most shoppers
make their purchasing decision.
• The seller who wins the “Add to Cart” box is the
Buy Box winner.
• Only one seller at a time can win the Walmart Buy
Box.
• Similar to Amazon, Walmart considers multiple
factors for the Buy Box, but price is the most
important.
• If you and a competitor are both in-stock with similar
reviews, the Walmart Buy Box winner will generally be
whoever has the lower price.

43. Walmart Buy Box
Example
This is the Buy Box
This button adds the product
sold by the most competitive
seller into a shopper’s cart.
This button links to the
other sellers on the listing.

44. Ensure you have competitive prices. It’s important to
keep track of your competitors and their pricing.
Maintain good stock availability, especially on your
best-selling products.
Consider Walmart’s free 2-day shipping program.
Deliver the product on time.
Request positive reviews from customers.
Be honest and accurate in your product descriptions.
Win the Walmart
Buy Box
REQUIREMENTS TO
Add to Cart

45. How to Rank Higher on Walmart
The Walmart search algorithm called Polaris crawls all product listings and
attempts to match the listings with the customer’s search terms.
To rank higher, you need to optimize your product listing: title, high-quality
images, key features and benefits, product description and positive reviews.
Walmart’s vision is “to provide the most affordable prices to the
customers” so price your listings competitively.
Merchants who enable 2-day shipping can earn a Fast Shipping badge and
rank higher in search results.

46. Multichannel Price Management Solution
Automatically update your product prices in real-time across
all your channels
More integrations than any other repricer. Easily integrate
with 17 Amazon marketplaces, Walmart, eBay, Google
Shopping, Shopify and more
View and manage your Walmart product pricing directly
within Repricer.com
Free 14-day trial, fastest repricer, no commissions and
reprice more than a million listings

47. Key Takeaways
Walmart's rapidly growing marketplace, paired with a new
and evolving advertising platform, leads to ample
opportunities for early adopters - Strike while the iron’s hot
2 Day or less delivery converts more orders with less
marketing on all channels.
Selling across multiple marketplaces and directly via your
website is vital. You don’t want to be reliant on Amazon as
your only source of sales.

48. Schedule Your 1:1
Strategy Evaluation

49. Live Q&A
Timothy McDonnell
Channel Sale | Account
Executive
Stuart Clay
Assoc. Director, Strategic
Marketplace Services
Gareth Cummings
CTO

50. Tinuiti Upcoming Webinar Calendar

51. THANK YOU!