After a couple of years on Walmart Marketplace, HydroTech, a water hose brand, were looking for a brand refresh to capture customers’ attention. They turned to Trellis, a trusted solution provider, to help them reach their goals. Trellis, along with Walmart Merchant teams and Walmart Connect, developed a cohesive in-store and online marketing campaign for HydroTech, which led to explosive results. The collaborative efforts, along with Walmart’s vast and trusted retail platform, helped grow HydroTech’s reach and sales, resulting in a 124% increase in ad-driven sales and a 41% increase in ad-driven conversion.
GOALS
Improve traffic and conversion
Create catalog consistency
Grow sales
THE STRATEGIC BREAKDOWN
Optimized the catalog and created branding consistency
Trellis stepped in and created a cohesive and consistent brand voice across HydroTech’s product listings by optimizing titles, writing clear descriptions and injecting personality into the brand. With Trellis’ help, HydroTech’s performance on Walmart Marketplace greatly improved, resulting in:
- 82% listing quality score
- 91% average listing content quality score
- 94% of the catalog with a “good performance” score or better*
Created a clear creative campaign
The previous product images in HydroTech’s listings weren’t capturing buyers’ attention or conveying the items’ value and quality. With Trellis’ feedback and recommendations, Winston Products created new lifestyle photos for HydroTech’s top products. The refreshed images gave the garden hoses personality and showcased standout product features, making it easier for customers to see which products might best suit their needs. These visual changes captured the attention of more customers. With the improved listings content, HydroTech saw:
- 190% YoY growth in listing impressions
- 124% growth in total attributed advertising sales
- 41% increase in advertising conversion rates*
As a result of these efforts, Winston Products saw a decrease in spending on advertising costs while also seeing an increase in ad-attributed sales.
Omni-retail advertising and sales strategy
Walmart invited HydroTech to participate in the Ready Set Spring omni-retail garden sale, a yearly event that combines eCommerce and brick-and-mortar promotions. Trellis worked with Walmart teams to create a cohesive customer experience, with online digital display ads and in-store marketing in Walmart Gold and Greeter stores. They were able to take advantage of the prominent displays at Gold stores, or Walmart stores where brands are promoted by a large physical presence including banners, overhangs and an event catalog, while also increasing their national reach in Greeter stores, or locations where brands are represented by staffed outdoor tents. HydroTech was represented in promotional materials in 90 Walmart gold stores and 400 greeter stores. HydroTech saw success with this vast omni-retail campaign, with:
- 18% drop in spend per customer year over year
- 134% growth in customers YoY in targeted gold stores
- 127% growth in units sold in 400 greeter stores
BIG WINS
+190%
YoY growth in listing impressions*
+124%
Total attributed advertising sales*
+127%
Units sold in 400 greeter stores*
TAKEAWAYS
Through combined efforts of Walmart and Trellis, HydroTech experienced one of their most successful sales periods to date. With targeted insights from Trellis and Walmart, they learned that:
Optimized listings can make a huge difference in both advertising-driven and organic sales.
Clear and creative imagery helps drive sales.
Retail-ready listings drive more efficient advertising campaigns.
Omni-retail advertising and sales strategy targets the full shopper funnel.
As a result, HydroTech now accounts for about 80% of their parent company’s Walmart sales.* Putting marketing and optimization in the hands of Trellis and Walmart’s team of experts proved successful, and the partnership also left HydroTech with more time and money to focus on growing their business.
Looking to grow your brand? Reaching your goals has never been easier with Walmart’s team of omnichannel retail experts.
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