Walmart is poised to be an emerging player in digital advertising and a viable channel for brands expanding beyond Amazon — especially for advertisers who invest early. Discover different ways to advertise your products on Walmart.com and the benefits of expanding onto this marketplace. Discover how our client Evenflo increased return on ad spend (ROAS) by 231% and significantly improved their CTR for Sponsored Products on Walmart.com. Be an early mover and diversify your marketplace presence.

1. How Evenflo Expanded Their
eCommerce Marketplace Strategy
title
How Evenflo Expanded Their
eCommerce Marketplace Strategy
Winning on Amazon, Walmart and Beyond
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2. ● Session recording and slides will be sent out
● Log back in anytime with the same link
● Resources available as handouts
Eyebrow Text
Today’s Logistics
Persephanie Arellano
Webinar Coordinator
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3. Tinuiti is the largest independent performance
marketing agency across the triopoly.
Some of
our clients
Our
Recognition
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4. Today’s Speakers
Elizabeth Marsten
Sr. Director, Strategic
Marketplace Services
Jordan Gisch
Sr. Strategist, Marketplaces
Holly Ramer
Vice President, Ecommerce at
Goodbaby International
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1. Brief overview of Walmart & eCommerce today
2. Happy Birthday to Evenflo!
3. Panel discussion
4. Q & A
Agenda

6. Today’s eCommerce Environment
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7. Walmart is Our Example Today
● The definition of “eCommerce” vs. marketplaces
● Are you a vendor, supplier, manufacturer, brand, reseller or ?
● The rise of Buy Online, Pick Up In Store (BOPIS)
● How a brand like Evenflo with a long history has adapted and
defined over time
But let’s also dig into “eCommerce” and what that means a little more
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8. Poll Question
How do you define eCommerce?
● Marketplaces
● Everything but your website
● Anywhere online
● It’s omni channel now
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● Walmart did $514 billion annual revenue in 2019.
○ Amazon was $280 billion. Microsoft $125 billion.
● 11, 484 stores and clubs in 27 countries
● 90% of Americans live within 15 miles of a Walmart store
● 74% eComm increase in Q1 2020 in eCommerce (COVID)
● Added 2,000 employees in the tech division starting in 2018
What Today Looks Like for Walmart

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● Walmart’s 2020 Q2 results showed a 70% growth in
eCommerce sales
● Walmart has invested over $1 billion in digital during 2019
● Walmart now has six e-commerce distribution centers that
when combined with in-store pickup/ship from store services
(1,600 by the end of 2020) for online orders can meet 2 day
delivery expectations.
● Most downloaded app on Black Friday 2019 (and March/April
2020)
● Over 110 million shoppers per month use Walmart.com
Walmart eCommerce Overview
https://www.marketwatch.com/story/walmart-is-snapping-up-e-commerce-market-share-from-amazon-2019-05-16
https://finance.yahoo.com/news/who-cares-if-walmart-is-losing-1-billion-a-year-online-as-it-battles-amazon-183420696.html
https://techcrunch-com.cdn.ampproject.org/c/s/techcrunch.com/2019/12/03/walmart-tops-amazon-as-most-downloaded-u-s-shopping-app-on-black-friday/amp/

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● Filling in product gaps now for seller/brand needs that
Walmart can’t or won’t provide in the future
● Speeding up to meet the demand for a competitive
offering to Amazon
● End to end capabilities that mimics Amazon’s flywheel
● Able to stay consistent and commiserate to Walmart’s
core capabilities and brand messaging
● Creates space for innovation within that core (like pick
up alternatives)
Partnerships with Shopify, Deliverr & Bazaarvoice
What it really means...

12. Evenflo Celebrating 100 Years
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13. For 100 years, it has been Evenflo’s mission to provide parents with
products that help them on their parenting journey.
With a foundation in feeding, Evenflo expanded into baby gear available
to parents everywhere through key partnerships with leading retailers.
To the Evenflo family nothing is more important than the safety,
wellbeing, and development of children.
The Evenflo Story
It all began with a seal around the bottle...
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14. Challenge: Evenflo’s goal for their Search and Sponsored Products Strategy was to
improve exposure and ad returns for their campaigns on Walmart.com. Our team’s first
priority was to identify areas of improvement in Evenflo’s ad strategy.
Solution: Since partnering in February 2020, Tinuiti has increased Evenflo’s return on ad
spend (ROAS) by 231% and significantly improved their CTR for Sponsored Products on
Walmart.com. Campaign cost-per-click (CPC) has decreased 22% as well.
Baby Products Manufacturer Evenflo Triples
ROAS with Tinuiti +231%
Increase ROAS
-22%
Decrease CPC
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15. Tinuiti’s Unique Approach
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16. ● Efficiency: Has filtering available to easily
identify & “trim the fat.”
○ Analyze SKU-level performance
across multiple campaigns
○ High ROAS & non converters
○ Bulk adjustments to
keywords/bids/budgets
● Volume: Can identify the strongest ROIs
currently in the account to easily identify
additional pockets of opportunity
Tinuiti’s Proprietary Walmart Advertising Technology
Leverage In-House Technology with Human Controlled Optimization
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• A first-price auction is when all advertisers compete by
submitting bids for an ad placement. The top bidder
for the inventory then pays the winning bid price - no
matter what the second place advertiser’s bid is.
• Bid based on the maximum you are willing to pay for
each click.
• Review bids frequently to ensure you are
minimizing/reducing high CPC spend that is driving a
lower return
Walmart Sponsored Products - Bidding
First Price Bid Auction

18. Campaign Setup & Profitability
A differentiated Strategy For Each Marketplace
● Review Walmart SKU-level profitability and goals to
understand which products make sense to launch in SP
ads and define KPIs
○ Review products/campaigns that are above
profitability goal to increase investment/bids
○ Reduce spend or pause SKUs on products not
reaching goal
● Grouped campaigns at the sub-category level outperform
granular 1x1 campaigns on Walmart (different strategy
than Amazon)
○ Utilize Keyword data/learnings from other
marketplaces to kickstart performance
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19. Panel Discussion
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Panel Discussion
Please be sure to add your questions to the chat!
● Building the framework
● Executing the vision
● Overcoming challenges

21. Live Q&A
Elizabeth Marsten
Sr. Director, Strategic
Marketplace Services
Jordan Gisch
Sr. Strategist, Marketplaces
Holly Ramer
Vice President, Ecommerce at
Goodbaby International
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22. Key Takeaways
Diversification of marketplaces/channels is a must for
growth today and in the future.
Every channel is unique and requires a differentiated ad
strategy/execution
Just Start: Test and learn your way into marketplaces and
develop a culture of trial and error. They are scalable.
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23. Schedule Your 1:1
Strategy Evaluation

24. Upcoming Webinars
tinuiti.com/content
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25. THANK YOU!
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