Walmart Connect for Brand Building: 8 Strategies That Work

In today’s fast-changing digital marketplace, reaching your customers at the right time and through the right platform is essential. Walmart Connect, the retail media arm of Walmart, helps brands boost visibility, increase sales, and build long-term relationships with millions of Walmart shoppers.

This guide explains how Walmart Connect works, the ad formats it offers, and the proven strategies that can help your brand grow.

What Is Walmart Connect?

Walmart Connect is Walmart’s retail media platform that helps brands advertise across Walmart’s website, mobile app, and in-store channels.

By using Walmart’s first-party data, AI-powered ad formats, and addressable ad solutions, brands can connect with customers across multiple touchpoints.

Whether you are a new Walmart Marketplace seller or an established brand, Walmart Connect gives you tools to reach the right shoppers and measure campaign success effectively.

Why Walmart Connect Matters for Brand Growth

• Walmart has over 240 million weekly shoppers across online and in-store channels.

• The platform offers data-driven targeting, helping brands show ads to shoppers based on interests, behavior, and purchase history.

• Brands using Walmart Connect can access detailed analytics to track performance, optimize spending, and improve return on ad spend (ROAS).

Key Ad Formats That Drive Results

Walmart Connect offers several ad types designed to engage customers at every stage of the shopping journey.

1. Sponsored Product Ads

These ads appear in search results and product listings when shoppers look for relevant items.
They are cost-effective and perfect for brands looking to boost visibility and increase sales quickly.
Learn more at Walmart Sponsored Products.

2. Sponsored Brands

Sponsored Brand ads promote multiple products together and appear in high-visibility placements.
They help brands tell their story and drive awareness, especially for new or growing brands.

3. Onsite Display Ads

Display ads feature eye-catching visuals on Walmart’s site and app.
They help increase awareness and encourage interaction with your products.

4. Video Ads

Video ads help you showcase your brand’s story and connect emotionally with shoppers.
Using connected TV (CTV) and digital video, you can engage customers where they spend their time.

5. In-Store Advertising

In-store demos, audio ads, and digital screens influence customers while they shop.
These ads work best when combined with online campaigns for a unified omnichannel strategy.

How to Build a Successful Walmart Connect Campaign

Creating an effective campaign starts with strategy. Here’s how to do it right:

1. Define Your Target Audience

Use Walmart’s first-party data to understand who your customers are, what they buy, and how they shop.
Segment them based on behavior, purchase history, and intent to create more personalized ads.

2. Map the Shopping Journey

Identify where customers are most likely to convert and place your ads strategically.
Use negative keywords, intent-based targeting, and category insights to reduce wasted ad spend.

3. Optimize and Test

Monitor campaign metrics regularly and adjust based on performance.
Walmart Connect’s Ad Center offers tools for A/B testing and audience optimization.

Measuring Campaign Performance

Walmart Connect provides real-time analytics to track campaign success.
Key metrics include:

• Attributed Sales: Sales generated directly from your ads.

• Sales Velocity: How quickly your ads drive purchases.

• ROAS (Return on Ad Spend): Revenue earned for every dollar spent on advertising.

Use these insights to refine targeting, creative design, and bidding strategies.

Combining Online and In-Store Advertising

In-store and online ads work best together. Walmart Connect helps brands create a seamless experience between digital and physical touchpoints.

In-Store Demos and Audio Ads

Interactive product demos and in-store radio ads influence purchasing decisions in real time.

Brand Shops

The Walmart Brand Shop acts as a virtual storefront where brands can showcase collections, share stories, and increase engagement.

Integration Benefits

Connecting online and offline ads helps build customer trust, increase satisfaction, and drive loyalty across all channels.

Building Brand Loyalty with Walmart Connect

Long-term success comes from consistent engagement and emotional connection.
Walmart Connect helps brands achieve this through:

• Personalized ads based on customer preferences.

• Storytelling through video and creative content.

• Continuous engagement across multiple touchpoints.

Loyal customers are more likely to make repeat purchases and recommend your brand.

Tips for Creative Success

• Keep your visuals clear and mobile-friendly.

• Use video ads to tell authentic stories.

• Pair videos with display ads to reinforce your message.

• Always include a strong call-to-action (CTA) to drive clicks and conversions.

For creative best practices, visit Walmart Advertising Guidelines.

Getting Started with Walmart Connect: Step-by-Step

1. Sign up on the Walmart Connect Ad Center.

2. Define your audience using data and customer insights.

3. Select your ad formats based on goals and budget.

4. Set your budget and campaign duration.

5. Track performance and adjust using Walmart’s analytics dashboard.

You can launch your first campaign within hours and start reaching Walmart’s massive customer base.