Miko, a direct-to-consumer producer of holistic wellness products, including massagers, air purifiers and humidifiers, began selling on Walmart.com in 2018. As the brand looked for avenues to build upon its growth, in the fall of 2021, Miko enrolled in programs such as Walmart Fulfillment Services (WFS) and Sponsored Search via Walmart Connect to improve visibility and sales, with rewarding results.
So how did this digitally native brand quickly rise to become one of the top air purification brands on Walmart Marketplace in just a year? In this case study, we’ll be examining the pillars of support that Miko relied on to bring out its full potential for success on Walmart Marketplace.
Miko, a direct-to-consumer producer of holistic wellness products, including massagers, air purifiers and humidifiers, began selling on Walmart.com in 2018. As the brand looked for avenues to build upon its growth, in the fall of 2021, Miko enrolled in programs such as Walmart Fulfillment Services (WFS) and Sponsored Search via Walmart Connect to improve visibility and sales, with rewarding results.
So how did this digitally native brand quickly rise to become one of the top air purification brands on Walmart Marketplace in just a year? In this case study, we’ll be examining the pillars of support that Miko relied on to bring out its full potential for success on Walmart Marketplace.
GOALS
Increase traffic
& conversion
Grow sales
Maintain on-time shipping
& delivery metrics
The biggest reason for our brand growth is easily because of […] the fact that Walmart truly cares for their sellers… They’ve expanded [in] so many different ways and offer so many different solutions that cater to your brand and your products. It’s not just another platform that you sell on, but rather, there are so many avenues [for you to] grow, specifically in the categories you sell in.
Raymond Arazi
CEO & founder
MIKO
BIG WINS
+115%
GMV growth in 2022 from 2021
88.94%
Meet Beat score, significantly over the total Marketplace index
Top Marketplace brand in
Air Purification category
+250%
Increase in page views traffic in 2022 from 2021
The Strategical Breakdown
OUTSOURCING RELIABLE AND FAST SHIPPING TO OPTIMIZE FOR RESOURCES
Opportunity
Miko needed a reliable end-to-end fulfillment service that gave their customers fast, free shipping so the wellness brand could instead focus on product innovation, marketing, and expansion.
Solution
- They relied on Walmart Fulfillment Services (WFS), Walmart Marketplace’s end-to-end fulfillment solution to store, pick, pack, and ship incoming orders, in addition to handling all aspects of the post-purchase experience, such as customer service, returns, and replacements.
Results:
- Items that did not previously have 2-day shipping experienced a 1573% lift in GMV once converted to WFS.
- 82% of Miko’s current GMV is driven by products fulfilled by Walmart.
- Miko saw a 133.9% increase in GMV with WFS during the peak holiday period of 2022 (Nov 1 – Dec 17) than they did during the same period in 2021.
Source: Walmart first-party data, 2021 – 2022
INVESTING IN CUSTOMER ACQUISITION OPPORTUNITIES THROUGH VERIFIED SOLUTION PROVIDERS
Opportunity
Miko saw the opportunity to increase brand awareness and product discoverability through Sponsored Search advertising via Walmart Connect.
Solution
- Miko created a custom, automated advertising strategy through a Walmart Connect API Partner, Teikametrics, who helped tailor and optimize their advertising strategy.
- Targeted advertising placements in high-traffic areas of Walmart.com allowed Miko to promote their products to a wider audience of Walmart shoppers.
- By bidding on all relevant match keywords, the DTC business ensured maximum exposure for all products.
Results:
- Miko’s features reached over 70 million impressions through Teikametrics and Walmart Connect.
- The brand’s attributed ad sales grew substantially through the partnership to reach $1.2 million.
Source: *Walmart first-party data, May 2021 – 2022 vs. May 2022 – 2023
PARTICIPATING IN PROGRAMS DESIGNED TO REACH MORE WALMART.COM CUSTOMERS
Opportunity
Miko wanted more product visibility on high-trafficked areas of Walmart.com, such as the homepage.
Solution
- The holistic wellness brand looked to participate in Walmart Marketplace’s merchandising programs, such as the weekly Flash Picks* program and submitted their most popular products at a compelling, discounted price, leading to a wildly successful turnout.
*Available to select sellers
Results:
- The Miko Home Air Purifier drove 73% of 2022’s Flash Picks results
- They sold tens of thousands of units through the Flash Picks program in 2022
Source: Walmart first-party data, May 2021 – 2022 vs. May 2022 – 2023
Top 3 strategies for brands selling on Walmart Marketplace
Offer competitive pricing and fast delivery options with Walmart Fulfillment Services (WFS) to focus on providing the best possible customer experience. Ultimately, you can build a loyal customer base and establish your brand as a trusted name on Walmart Marketplace.
Put your product at the head of the pack with high visibility Sponsored Search advertising from Walmart Connect. You can reach motivated customers searching for products like yours using data-driven optimization techniques and increase the chances of making a sale.
Enjoy extra exposure on your products with weekly merchandising programs like Flash Picks.* You can reach new customers with high-trafficked product placements and turn browsers into shoppers with limited-time pricing on popular picks of the season.
