Omni-excellence: Unlocking Ship-to-Home potential at Walmart
How Scintilla insights helped Fiskars accelerate a lagging channel
“Scintilla helped us to grow gross merchandise value by 82%, which also lifted the category as a whole by 34%.”
When Fiskars observed a decline in their Ship-to-Home (S2H) performance at Walmart, they applied multiple Scintilla modules to uncover challenges like missing products and inefficiencies in shipping methods.
Here’s how Scintilla guided improvements that helped customers discover and purchase Fiskars products online, driving visibility and digital performance.
The opportunity: Grow digital penetration within the Walmart ecosystem
Fiskars noticed that S2H sales had dropped 36% year-over-year (YoY) within a specific category. They needed insights that would help them triangulate the issue and reverse the trend.
A decline like that could be caused by many possible factors. To account for every variable, Fiskars aimed to develop a complete view of their online presence at Walmart.
The approach: Collect insights from four Scintilla modules
Scintilla could help answer all their questions all in one place. Fiskars used Digital Landscapes, Customer Perception, Shopper Behavior, and Channel Performance to harness Walmart’s first-party data, structuring their analysis to uncover insights and drive growth in their S2H performance.
Identify customer reach with Digital Landscapes
Fiskars first turned to Digital Landscapes to assess customer reach and online performance. Session Share insights showed that Fiskars captured a purchase in just 3.85% of sessions, trailing the median brand in the category by almost 25 percentage points.
This discovery prompted a deeper analysis of assortment and fulfillment strategies to uncover growth opportunities.
Analyze catalog performance with Channel Performance
Next Fiskars used Channel Performance to assess their catalog and fulfillment methods. They found that only 30% of store-shared items were stocked in the fulfillment center (FC) and eligible for S2H. As a result, less inventory was available for fulfillment overall, and many orders had to be filled with store inventory via ship-from-store (SFS).
Analyze performance by category and brand
Fiskars used Channel Performance to assess the fulfillment method share for other departments and see if the trend persisted. It did not—S2H share was more than twice as high in other departments, confirming that the issue was department-specific and not a broader Walmart challenge.
Next, Fiskars used the Shopper Behavior Performance in Detail (PID) report to see if other brands in the department were having similar problems. In general, they weren’t—where S2H sales had risen by 34% YoY for the department as a whole, they had dropped 36% for Fiskars. And while 5% of Fiskars sales for the department were fulfilled with S2H, the rest of the department was slightly ahead at 6%.
The YoY decline in S2H sales appeared to be limited to Fiskars.
Speak directly to Walmart shoppers with Customer Perception
As the last step in their data collection efforts, Fiskars used Customer Perception to ask Walmart customers questions about their online shopping journeys and gather feedback:
How do you primarily shop for this product?
While 68% of customers shopped in stores, 25% shopped online.
Why do you choose to buy these products online?
Shoppers cited convenience and time-saving (39%) and product availability and selection (33%) as their top reasons for shopping online.
How are you finding Fiskars products online?
The majority of shoppers reported finding products via search engines or specific retail sites like Walmart.com.
How important is the overall website experience when you are purchasing products online?
More than 90% of customers said it was very or extremely important, meaning mobile-friendliness, ease of navigation, and clear images are critical to online purchase decisions.
The results: A recommendation that grew S2H sales
Fiskars used their Scintilla insights to form a plan and bring it to the Walmart merchandising team. They partnered with their merchant to increase FC inventory slots by more than 300%, enabling all store-shared products to be stocked and increasing inventory availability for S2H.
The increased availability would also result in those products becoming more visible to customers on-site, easing product discovery and making online shopping easier.
Validating success
After implementing their recommendations, Fiskars was able to validate their success with more Scintilla reports.
With more inventory allocated to S2H fulfillment, S2H order share increased from 5% to 9%. Session share for the category in question also increased by more than 100%, narrowing the gap between Fiskars and other brands.
Sales also increased substantially: Shopper Behavior revealed that Fiskars Ship-to-Home sales for the category grew by 99% YoY. Gross merchandise value increased 82%, part of a 34% swell for the category overall at Walmart.
