How SellCord turned Dorel’s sales growth potential into big wins
A partner led optimization strategy that helped achieve significant sales impact.
Opportunity
Dorel Industries, a leading provider in home and commercial furniture, was looking to accelerate their growth and scale within Walmart. They aimed at improving brand visibility and connecting with new Walmart customers more effectively.
Goals
They wanted to deepen market penetration, reach new audiences, increase sales and boost their return on ad spend.
Solution
Dorel partnered with SellCord, a Premium Tech Partner in the Walmart Connect Partner Network, to build strategic, data-driven Sponsored Products and Sponsored Brands campaigns designed to drive scale, boost visibility and engage new buyers.
Strategy
SellCord executed a data-driven strategy leveraging their proprietary optimization capabilities and Walmart Connect’s Sponsored Products to help enhance brand performance and capture high-intent customers at the point of purchase.
They used Sponsored Brands to help build brand awareness and showcase Dorel’s broader product portfolio.
SellCord also used their dayparting capabilities, a strategy that involves scheduling ads to run at specific times of the day or days of the week, to help maximize visibility during peak-traffic windows and maintain strong return on ad spend during high-intent periods.
SellCord implemented various targeted optimization tactics to help improve campaign efficiency and performance. By tapping into Walmart Connect’s multiplier tools, which include advanced targeting options, real-time analytics, and automated bidding strategies, SellCord was also able to focus on the most effective ad placements. This helped ensure that Dorel’s message reached the right audience segments.
SellCord also strategically adjusted Walmart Connect’s multiplier tools by continuously monitoring ad placements and performance, ensuring ad spend was directed to the most effective channels.
To help strengthen search visibility and maintain premium ad placements, SellCord launched keyword-specific campaigns focused on the top converting keywords.
The Tech Partner also optimized budgets based on Walmart Connect’s recommendations and used dynamic bidding to help manage cost per click, maintain competitiveness and protect margins.
Big Wins
Total impressions
Year-over-year new to brand buyers
Year-over-year sales lift
Source: SellCord data. July. 17, 2023–Oct. 5, 2024 vs. July. 17, 2022–Oct. 5, 2023.
Key takeaways
Solutions
Using Sponsored Products and Sponsored Brands can help improve visibility, capture customer attention and expand reach within the Walmart ecosystem.
Optimization
Continuous campaign optimization, through bid multipliers, keyword targeting and budget alignment can help maximize efficiency and deliver stronger return on ad spend.
Partners
Partnering with a Walmart Connect Partner Network Tech Partner can offer advertisers platform expertise and unique tools to help boost market reach, competitiveness and customer acquisition.
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