Daisy Rose

As Walmart prepares for its first Holiday Deals event of the season, sellers should anticipate significant performance boosts, especially those offering promotions. Historically, major shopping events yield the most substantial results for sellers with deals in place, driving higher engagement and conversions.

While not directly comparable, we can look to Walmart’s July Deals Days as an indicator of what might unfold. Here’s what we observed during Walmart’s largest savings event to date, held from July 8-11, using Daisy Rose, one of our longstanding clients, as a prime example. 

CLIENT OVERVIEW

Daisy Rose offers a versatile range of stylish wallets, purses, backpacks, and travel accessories across both Amazon and Walmart platforms. During Walmart Deals Days, they implemented a well-coordinated promotional strategy to maximize the event’s impact.

STRATEGIC LEAD-IN

The success of any shopping event hinges on preparation. For Daisy Rose, a strong structural foundation was already in place, with a focus on Sponsored Products Auto and Manual campaigns. As we approached Deals Days, we strategically broadened their reach by launching new keyword-targeted campaigns aimed at promoting their best-selling items.

One of these campaigns leveraged Walmart Connect’s Brand Term Targeting, a relatively new feature introduced this year.

EVENT EXECUTION

On the event days, as long as we maintained an agreed upon ACoS target our budget was not limited. Real-time monitoring of ad spend allowed us to ensure budget sufficiency, and next-day analysis helped fine-tune the budget as needed.

RESULTS

When comparing the average daily performance during the promotional dates to the prior period, Daisy Rose experienced impressive growth:

• 249% increase in Gross Merchandise Value (GMV)
• 104% growth in Ad Sales
• 38% lift in Clicks
• 50% increase in Conversion Rate (CVR)
• 34% increase in Ad Spend

The lift in Click-Through Rate (CTR) indicated heightened intent to purchase, while the 50% increase in CVR underscored the success of a compelling promotion. Combined with the rise in ad spend, these factors led to a 104% surge in Ad Sales. More notably, the 249% lift in GMV reflects substantial organic sales growth, a result that is music to any seller’s ears.

TAKEAWAYS

For sellers participating in Walmart’s upcoming Holiday Deals event, the potential for substantial growth is clear. By employing a solid pre-event strategy, leveraging Walmart Connect’s advanced targeting tools, and closely managing ad spend during the event, sellers can unlock significant performance gains, just as Daisy Rose did during Walmart Deals Days.