Walmart Content Scores
Defining Content In The Walmart Context
For suppliers associated with Walmart or Sam’s Club, “content” is composed of images, textual information, and attributes showcased on Walmart.com product pages. This includes some non-visible elements essential for categorization and search optimization. Walmart gives precise content prerequisites for each item entering their stores (found in their content style guides). Adhering to these standards can amplify product visibility and sales.
The Significance Of Content In Walmart
Products supplied fall within three distinct categories:
- In-Store Only
- Online-Only Items (Home Delivery)
- Shared Items (Available both Online and In-Store)
Historically, robust content was crucial for online-only or shared items, due tothe consumer expectation of viewing product images before online purchase. Suppliers focused only on in-store only items predominantly gained revenue from physical store sales.
However, times are changing. The majority of Walmart (including Sam’s Club) items now qualify for online pickup and delivery. This underscores the importance of presenting comprehensive images and detailed product descriptions from the outset. Suppliers shoulder the responsibility for this content. If potential buyers can’t locate a product on Walmart’s digital platforms, they might assume that it’s either unavailable or out of stock. Such discrepancies obstruct online purchasing and delivery options. The essence of Walmart’s online customer experience hinges on suppliers furnishing top-tier content. Subpar content might even undercut expensive marketing initiatives.
The Repercussions Of Lackluster Content
Overlooking content optimization can lead to substandard content ratings and subsequent audits. Walmart’s procurement teams regularly evaluate these scores to gauge the digital footprints of their suppliers. Content enhancement might be solicited if ratings fall below the expected 95%. Walmart’s dedicated content divisions are also vigilant, issuing audit notifications if critical product content is missing.
Inadequate online listings can render your products invisible and inferior page quality can erode customer trust.
How Do I Raise Content Scores?
The Walmart content scoring system is based on requirements found in Walmart style guides. These guides are accessible at: https://supplierhelp.walmart.com/s/ after you login with your Retail Link ID.
You can raise your scores by submitting content updates in Supplier One or Item 360. If you are unsure what to enter in a field, refer to your style guide. In general, it is best practice to fill out all possible attributes (fields). Leaving applicable attributes blank will quickly decrease your content scores.
Tips and Tricks for Walmart Content
You may already have great content for your products, but maybe it hasn’t made it to Walmart. Visit Supplier One or Item 360 in Retail Link to find your items, download product style guides, and make changes.
Walmart has created a great help site for Supplier One here: https://supplierone.helpdocs.io/
& Item 360 here: https://itemmanager.helpdocs.io/category/qytej89pma-item-360
How Can OCM Help?
OCM, positioned as a comprehensive retail consulting firm, offers content-centric services to our partnered vendors. We have undertaken content enhancements for enterprises of all scales, ensuring that we elevate your company’s online content to augment visibility and meet the expectations of your merchant partners.
Our expertise encompasses Walmart Style Guides, Supplier One, Item 360, Private Brand guidelines, and beyond. We’re poised to assist in new item introductions and refining content for pre-existing listings. Content protocols can be intricate, but with our proficiency, your products will shine on Walmart.com. For inquiries about Supplier One, Item 360, content assistance, or our comprehensive broker services, feel free to reach out below.