Putting their best foot forward with Scintilla
How O'Keeffe's used Walmart first-party data to help grow their presence in the Foot Care aisle
“We leveraged almost every report in Scintilla to show our strong category leadership as a small brand.”
Faced with a shrinking Foot Care space, O’Keeffe’s was determined to see it grow instead. They turned to Scintilla to understand the market: who foot care shoppers were at Walmart, how they shop, and how to meet their needs.
Here’s how O'Keeffe shared Scintilla insights with their Walmart merchant to shape customer-centric strategies, guide product development, and establish themselves as foot care experts.
The opportunity: Growing the O’Keeffe’s brand—and the Foot Care space
O’Keeffe’s was preparing for a line review. As an added challenge, the Foot Care space that O’Keeffe’s products occupy was shrinking. That meant that the O’Keeffe’s team wouldn’t just be advocating for their own brand at their Line Review—they also wanted to give their merchant compelling reasons to invest in the category as a whole.
To start, O’Keeffe’s needed to shore up their understanding of the space: the customers in it, their patterns and preferences, and their unmet needs.
The approach: Gathering Scintilla insights to better serve shoppers
The O’Keeffe’s team used multiple Scintilla modules to undertake a full analysis of the space. With Shopper Behavior, they assessed how each category within Foot Care was performing, including not only foot creams like O’Keeffe’s core offering but products like insoles and athlete’s foot treatments.
They found that foot creams were frequently added to baskets on top of other products, making them a frequent plus-one and a strong contributor to basket growth.
Building a foot care destination
O'Keeffe’s also used the Basket and Cross-Shop reports to understand what customers shopped for and how they navigated related categories. They learned that Foot Care shoppers overlapped little with related products in Health & Beauty, suggesting possible demand for an even more specialized foot cream destination.
O’Keeffe’s used Customer Perception to survey verified shoppers through the Walmart Customer Spark Community, and the results were positive: 35% of respondents agreed that they wanted more options in Foot Care. Many added that the category could be easier to navigate, requesting both in-store enhancements to the modular and new product options like kits that made it easier to build a foot care routine.
Solidifying the assortment
Finally, O’Keeffe’s turned toward their own assortment. They returned to Customer Perception to survey customers about new products and see how their lineup fared against the competition. 48% of respondents said they would pick an O’Keeffe’s option over competing products, citing trust in the O’Keeffe’s brand and previous positive experience with their products, along with other factors like packaging.
O’Keeffe’s took these insights to Assortment Deep Dive to rationalize their lineup, analyzing the potential for incrementality and cannibalization.
The results: A new perspective on the Foot Care aisle
O’Keefe’s brought a compelling, data-backed narrative to their merchant in the line review. These Scintilla insights underscored O’Keeffe’s role as a trusted leader in the category, in addition to their products reliably growing customers’ baskets.
Their insights into customer needs also contributed to enhancements to the Foot Care aisle. The merchant used that data to inform shoppability updates and improve customer education, strengthening Walmart as a destination for total foot care.
