Using an Omnichannel Strategy to Drive Long-term Engagement and Increase Sales
Behind Black Friday and Cyber Monday, Walmart sees the bulk of its annual revenue from one of the biggest shopping events of the year: Back to School.
Their goal for the 2020 Back to School event was to maintain profit margin and drive bottom line sales. They partnered with Slickdeals to increase exposure for their best offers and build awareness around the shopping event by highlighting them as the go-to brand for Back to School essentials.
Due to the Covid-19 pandemic, consumer shopping behaviors shifted from in-store to online, presenting an opportunity to double down on driving direct traffic to Walmart’s website. The Slickdeals team suggested a three-month long campaign spanning from July to September that offered a combination of high-impact media placements and rich content solutions.
The Slickdeals Content team worked closely with Walmart to write articles highlighting specific deals and sales events, in addition to buyer’s guides showcasing category deals like tech products and college necessities. Over the course of the three-month campaign period, several newsletters were sent out, each to over 100K email subscribers, featuring editorial content and deal highlights.
This content-heavy approach allowed for omnichannel exposure, helping drive long-term engagement from customers throughout the entirety of the campaign.
High-Impact Media Placements
High visibility media placements such as Mega Banners and Announcement Bars featured on the Slickdeals homepage were used to create awareness and drive traffic directly to Walmart’s website. This direct-to-merchant tactic resulted in increased conversion rates.
The strategic combination of rich content, homepage exposure, and newsletters resulted in vast audience engagement and an overall huge success for the Back to School shopping event.
Despite the looming uncertainty of back to school plans affected by the pandemic, Walmart saw a 128.5% increase in net sales compared to the same time period from the previous year