Walmart.com has launched the capability for suppliers to create Brand Shop landing pages as a new way to educate and drive awareness with shoppers. With Walmart.com Brand Shops, suppliers can now direct traffic from across the web to a curated landing page on Walmart.com.
Brand Shops will allow brands to create a page on Walmart.com consistent with their brand voice that provides shoppers new opportunities to engage with the brand, including options for shoppers to convert directly on the Walmart.com Brand Shop page.
We advise that suppliers develop their Brand Shops with specific strategies in mind and consider the following to ensure maximum impact for the shopper:
1. Have a Clearly Defined “Why”
The best and most effective Walmart Brand Shops will be those that exist to accomplish a specific goal. Some ideas to think through include:
- Is our Brand Shop mostly functioning as a landing page for traffic for paid media? If so, how do we plan to drive clicks to this page? (i.e. DSP ads vs. owned website links vs. social media vs. an individual PDP)
- Is our Walmart Brand Shop primarily for awareness or conversion? (i.e. introducing shoppers to innovation and new items vs. highlighting hero SKUs/segments)
- Is our Brand Shop going to be an evergreen page or a place to capitalize on seasonal themes?
2. Maximize the Available Options on Walmart.com Brand Shops to Serve your Strategic Needs
Walmart.com Brand Shops have a limited number of modules that can be used when creating your brand’s page. Currently, they allow four different sections: a banner, up to 4 categories or collections, at least 6 individual items, and up to 3 promo cards. Be thoughtful in how each module is used and ensure it ties back to your goals and strategy.
Banner Images
- Select a banner that exhibits the brand clearly and aesthetically that shows off your brand identity.
Product Segmentation
- Break out your categories and segments in clear, concise ways defined by how you want shoppers to think about your brand.
- Display items that will help achieve your stated goals (i.e. hero SKUs for conversion or innovation for awareness).
Promo Cards
- Take advantage of promo cards to further educate your shopper and direct them to products that meet their specific needs.
3. Direct Your Shopper
Ensure that this page gets in front of your shopper by linking to it across the internet. Use your Walmart.com Brand Shop as a landing page for DSP ads through Walmart Connect, organically through social media, on your own website to direct shoppers how to purchase your products, and anywhere else you are already interacting with shoppers digitally!
Working with your advertising partners and marketing teams will be key in driving shoppers to your Brand Shop. Your Brand Shop should be the default location you send shoppers to anytime you want them to interact with your Walmart.com digital offerings.
Harvest Group Helps Suppliers Win on Walmart.com
Unsure how to approach Brand Shops? Harvest Group has a dedicated team that can help you decide how a Brand Shop fits into your total eCommerce strategy and build a Brand Shop that executes on your priorities at Walmart.
Harvest Group serves brands across the Walmart ecosystem with integrated commerce solutions, driving omnichannel growth through digital, in-store, & retail media.
To start a conversation, fill out our Contact Us form here.
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