How smart bidding helped profitability outlast seasonal shifts
A catalog-wide segmentation and advertising approach helped achieve sales growth
Opportunity
Maple Prime, a year-round reseller, needed to clear unsold holiday inventory, make room for new products and sustain sales growth into the new year. They aimed to maintain momentum after peak season while managing a fast-moving, frequently updated catalog efficiently.
Objective
They sought to accelerate the liquidation of last-season inventory, achieve a minimum return on ad spend of $5 and maximize ad efficiency across their catalog.
Solution
The brand adopted a catalog segmentation strategy and used Sponsored Products to advertise nearly their entire assortment.
Strategy
Maple Prime divided their catalog into two groups: top performers and high-inventory liquidation items. They applied a differentiated bidding approach for their Sponsored Products campaign by setting minimum bids on top performers and suggested bids on high-inventory items.
This helped clear unsold holiday inventory without compromising margins and protect profitability across the catalog while navigating a seasonal shift.
Using paid media effectively resulted in more than half of their total sales revenue for the period coming from ads.
Big wins
Increase in year over year sales2
Increase return on ad spend1
Ad-attributed sales revenue1
Sources: 1Walmart first-party data, Jan. 1, 2025–May 1, 2025. 2Walmart first-party data, Jan. 1, 2024–May 1, 2024 vs. Jan. 1, 2025–May 1, 2025. Past results do not guarantee future performance.
Key takeaways
Catalog segmentation and bidding strategy
The right catalog segmentation and bidding strategy can be used to liquidate seasonal inventory, meet return on ad spend goals and potentially unlock working capital for reinvestment.
Engage customers during seasonal peaks
Resellers can use advertising to help engage customers during seasonal peaks and maintain momentum for long-term growth.
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