About the project: After our retail sales team alerted us to low conversion and high return rates for curtains, we did a deep dive into the customer journey and purchase experience on Walmart.com. You can find a full recap of the market, customer, and competitor analysis here. 

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With this research as our guiding resource, we created a go-to-market strategy for the launch of the new shopping experience on Walmart.com. 

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Based on our data, we created a clear customer segmentation that could be targeted with website traffic drivers, paid search, and CRM. 

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Customer segment: 

• Female aged 35-48

• Already shops Walmart

• Previously purchased in the Home category (over-index in furniture & decor)

• Over-indexed in Florida, Texas, and Mid-West

• Owns a House

• Average HHI

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Our strategy then centered around generating inbound traffic first with improved content and messaging that spoke directly to the questions we knew she had. We then built upon this with a paid search component to target an adjacent segment of customers who were also lower funnel, searching for curtains (but may not have necessarily come to Walmart first).