September 27th, 2022
Why aren’t you selling more on Walmart marketplace? There are many components that go into selling on any ecommerce marketplace. One that is oftentimes overlooked is enhancing the shopper experience.
Think about this - 10 years ago, in order to purchase anything from a gift to a household staple like a vacuum or a new TV, you had to go into the store. Once in the store, your senses were engaged. You could visually look at the items. In many cases hold the item. You could read the product details on the package or ask questions to the sales associates.
Flash forward to today. We have shopping at our fingertips 24/7, however, we’re missing some critical components. That’s why we need to do our best to enhance the shopper experience online. Now we are able to do that by having space within our online product listings to share additional images, comparison charts, videos, and more through the use of Walmart rich media.
Wouldn’t you be more inclined to make a purchase if you felt like you were really understood by a brand? They clearly answered all your questions upfront. Maybe they even took extra steps to show you more lifestyle images, how the model compared to others in their line, and they even created a video to show you how to get started using their product. All in all, the brand did a great job bringing the in-store experience to you (and maybe even creating a better shopping experience) through the use of rich media.
What is Walmart Rich Media?
Walmart rich media is how you enhance your online listing content to benefit the customer experience and help your products stand out on the digital shelf. Rich media includes adding a full image gallery, graphics, videos, comparison chart, and 360 degree product spins. All of which help to educate and connect better with the consumer.
How Can Walmart Rich Media Help My Business?
Engage with Customers
Overall, Walmart rich media gives sellers the opportunity to connect and engage with customers. The content a seller chooses to share, be it more images, a video showing the product in action, or any of the other module options, gives the shopper a more detailed view into the why of your business and why they need to purchase your product.
Boost Conversions
Drawing shoppers in with rich media and keeping them engaged puts you one step closer to closing the sale. On average conversions increase by 10-20% according to Walmart.
By adding Walmart rich media to your content you are keeping shoppers engaged longer and keeping them on your page. For SEO (Search Engine Optimization) and SERP (Search Engine Results Page) purposes this is beneficial and you will start to find that your content is being put in front of more shoppers, more often.
Getting Started with Walmart Rich Media
Here are a few questions to ask yourself before you get started:
- Which SKUs should I start with and test?
Take into consideration your goals. Is there a new product you want to push? Is there a product that is not converting and you're unsure why? Do you want to take a top-seller and continue the lead of being a top-seller in that category?
There is no right or wrong answer here. It’s simply a starting point and a way for you to test your efforts. The end game is to have Walmart rich media associated with all of your product listings.
- What rich media elements should I use?
You have multiple choices when it comes to the content you can add to your listings with Walmart rich media. Will you need to have videos created? Maybe some new lifestyle shots or infographics would help brand and educate shoppers. This is your time to shine and convert shoppers. Make sure you are providing them with the info they need to make a decision.
- Do I need to enlist help?
This is where you need to really think about where your expertise lies and if you have the time. You want to put your best foot forward and do so without wasting time.
You may need a photographer for lifestyle photos, a graphic designer to create appealing infographics, and someone to create videos. If this isn’t in your wheelhouse, that’s okay. Find a full-service ecommerce agency to speed up the process and get your rich media live faster.
- What are my competitors doing?
Take time to do market research and find out where your competition is thriving and where you can fill in the gap. Identify trends that are related to your product catalog and then determine the best way to make yourself stand out.
- What are my customers saying?
Believe it or not, your customers are giving you valuable insight into what you're missing on your product detail page and what you need to address in your rich media.
Take some time to review your customer questions, things they are raving about, and complaints. If you are seeing repeat thoughts shared, that may be valuable information to use for your Walmart rich media.
Once you’ve answered these questions, you’re ready to get started creating your Walmart rich media, or hiring outside help.
What KPIs Should I Focus on for Success?
Conversion Rate
The clearest stat that you can look at is your conversion rates. If your conversion rate has increased, you are moving in the right direction.
Search Rank
Conversion rate also leads to your search rank. If you have more conversions, your search rankings will also increase on Walmart. This is helpful information because the higher your product ranks, the more shoppers are searching and finding your product.
Sales Growth
If you are converting more shoppers, then your overall sales are growing. Walmart states that rich media converts shoppers 12-36% more frequently than listings without Walmart rich media. Case in point, educating the consumer and providing a visually appealing shopping experience can lead to more sales and growth potential.
Lifetime Value
Building your brand experience with rich media and converting customers is more likely to increase your LTV (Lifetime Value). This is the value or amount of revenue that you can expect to generate over time (aka repeat buyers).
Building a Connection
Taking the time to invest in the shopper experience can create a bond between the customer and the brand. Walmart rich media gives you an opportunity to clearly present valuable information to the consumer that can help engage and educate them.
Your brand identity is important to carry through your product packaging, and into your rich media. Once a consumer connects and remembers your brand, they are more likely to become a loyal customer. Not only with future purchases but also by recommending your brand to friends and family.
What’s Next?
Now that you know more about Walmart rich media, what are your next steps? Do you need help laying out a roadmap and a team to help execute? Get started with a free consultation to learn more about our full menu of service solutions and how our experts can expedite the process for you.