How Tzumi Electronics Achieved 253% Marketplace Growth with SellCord’s Full-Funnel Ad Strategy

Background Information

Tzumi Electronics is a well-established consumer electronics brand with a strong retail footprint. Partnering with SellCord enabled Tzumi to translate that in-store success into digital dominance on Walmart Marketplace through advanced ad strategies and Walmart Connect tools.

Challenge

Tzumi aimed to scale online revenue without compromising efficiency. The primary challenges included:

• Increasing sales velocity while maintaining strong ROAS
• Expanding category reach and product visibility
• Surpassing previous year’s holiday sales record
• Managing larger ad budgets effectively across multiple SKUs

Objectives

• Drive total GMV growth on Walmart Marketplace
• Strengthen visibility in high-traffic categories
• Improve ad efficiency through smarter bidding
• Achieve record-breaking holiday performance

Solution / Approach

SellCord executed a comprehensive, data-driven advertising strategy integrating Walmart Connect capabilities with Dashna’s omnichannel insights.

Key elements included:

• Sponsored Products Optimization: Combination of Auto and Manual campaigns targeting both long-tail and short-tail keywords, with dynamic bidding to secure top placements.
• Sponsored Video Campaigns: Engaging product videos highlighting key features and driving strong brand recall, built on insights from high-performing search keywords.
• Dynamic Bidding and Real-Time Optimizations: By leveraging Walmart’s Dynamic Bidding alongside Dashna’s Day Parting feature, we ensured that ad spend was optimized during peak conversion times.
• Category-Specific Campaigns: Implemented granular segmentation for better control over placement, budget, and targeting.
• Collaboration with Walmart Connect: Partnered closely with Walmart representatives for Share of Voice insights, allowing smarter keyword and placement decisions.

Implementation

• Transitioned from low-CPC, long-tail keywords to high-volume, high-impact short-tail keywords identified through Walmart’s Keyword Planner and Search Insights.
• Increased advertising investment by over 700% year-over-year to maximize reach and conversions.
• Applied real-time optimization and budget reallocation using Dashna’s Budget Manager for efficiency.
• Maintained ongoing coordination with Walmart Connect during peak sales events to enhance results.

Lessons Learned

• Shifting from long-tail to high-volume keywords maximized reach and efficiency.
• Dynamic bidding and real-time optimization ensure cost-effective performance during high-traffic events.
• Category-specific strategies improve campaign control and scalability.
• Integrating Walmart Connect data with Dashna analytics provides a full-funnel view that enhances decision-making.

Conclusion

SellCord’s partnership with Tzumi Electronics set a new benchmark for performance on Walmart Marketplace. Through advanced ad strategies, platform expertise, and real-time collaboration, Tzumi achieved exceptional growth, stronger visibility, and sustainable Marketplace success.

Next Steps

• Expand into new product categories with an increased advertising budget for Q4
• Continue leveraging Dashna for omnichannel performance tracking and optimization
• Explore additional Walmart Connect ad formats to maintain upward momentum