Brick by brick, stone by stone. In a move to scale their outdoor power equipment brick-and-mortar business, SJM Marketplace Ventures looked to take eCommerce by storm. The solution? Leveraging a strategic combination of solutions using Walmart Marketplace’s powerful digital platform.
The seller is now in their sixth successful year offering both new and restored products on Walmart.com—and business is booming. With sales increasing consistently and seeing an impressive 86% growth in 2021 and 49% in 2022, SJM Marketplace Ventures is only just scratching the surface of their potential on Walmart Marketplace.
Source: Walmart first-party data; February 2021–January 2023.
GOALS
Grow sales
Expand selection
Maintain fast & efficient
order delivery rates
Walmart.com has opened a broad new customer base for our heavier equipment. We are now shipping over 100 riding mowers, tillers or snow blowers every week across the country. Working with Walmart, we were able to build customer awareness, set appropriate customer expectations regarding delivery and create promotional campaigns that have helped us grow substantially online as a company.
Maurice Greenberg
CEO
SJM Marketplace Ventures
BIG WINS
86% (2021)
49% (2022)
Year-over-year growth1
9.43x
YoY increase in Walmart Fulfillment Services (WFS) assortment (2022)2
33% YoY increase in GMV,
41% YoY increase in ROAS
Attributed to Sponsored Products advertising with Walmart Connect3
Source: 1Walmart first-party data [February 2021–January 2023], 2Walmart first-party data [February 2022–January 2023], 3Walmart first-party data [February 2021–January 2022 vs. February 2022–January 2023].
A MULTI-PRONGED STRATEGY
BUILDING BRAND AWARENESS & VISIBILITY
Opportunity
Along with establishing more brand visibility and awareness, SJM looked to generate more traffic to their product listings and drive sales.
Solution
- Increased visibility by offering competitive pricing with Flash Picks
- Targeted advertising placements in high-traffic areas of Walmart.com using Sponsored Products with Walmart Connect
Results:
- 27% of sales attributed to Sponsored Products advertising (2022)1
- 41% YoY increase in ROAS attributed to Sponsored Products advertising (2022–2023)2
Source: 1Walmart first-party data [February 2022–January 2023], 2Walmart first-party data [February 2021–January 2022 vs. February 2022–January 2023].
EXPANDING THEIR ASSORTMENT STRATEGY
Opportunity
SJM carries top brands such as Troy-Bilt, DeWalt, Cub-Cadet and Snow Joe. The company saw an opportunity to expand their assortment even further by marketing and selling the same products online—all at a considerably lower cost.
Solution
- The brand took a leap by listing heavy machinery online, such as riding lawn mowers and tillers
- SJM also began offering refurbished products, including push lawn mowers and snow blowers
Results:
- Last year, over 1/4 of GMV attributed to refurbished items (2022)
- This year, they plan to be a top contributor in Walmart Restored, which provides top-quality refurbished products from national brands for less than the cost of a new item
Source: Walmart first-party data; February 2022–January 2023.
ATTRACTING SHOPPERS WITH FAST, FREE FULFILLMENT
Opportunity
SJM Marketplace Ventures saw the opportunity to draw more convenience-driven customers with fast, free shipping.
Solution
- Leveraged Walmart Fulfillment Services (WFS), Walmart’s low-cost, end-to-end fulfillment service
- Fulfilling with WFS boosted efficiency and increased productivity, allowing staff to focus on other projects within the company
Results:
- 9.43% YoY increase in WFS assortment (2022)
Source: Walmart first-party data; February 2022–January 2023.
Takeaways
Marketplace tools like Flash Picks, coupled with Sponsored Products advertising, can build awareness and get your products to the top of search results for customers actively searching for related items on Walmart.com.
By listing heavy machinery online and offering refurbished products, SJM expanded their eCommerce shopfront with a diversified assortment strategy. In turn, they were able to drive conversion and boost sales despite worldwide supply chain issues.
Seeing the growth opportunity in utilizing Walmart Fulfillment Services (WFS), SJM’s story is a powerful testament to advancing your business to the next level by taking advantage of WFS’ nationwide expedited shipping options.
