Brand Color Change | Inventory Exchange
Data-driven targeting + creative refreshes for back-to-school success.
Seasonal Sales Lift for NatureMix Foods on Walmart Connect
- Background
A national brand of body wash and lotions, decided to transition its entire product line to new bottles and do a brand refresh. This strategic shift, left them with a large volume of inventory in old packaging, sitting in warehouses and with distribution partners.
- Challenge
They faced two hurdles. First, they needed to sell off the older inventory without heavy discounting or disposal. Second, the marketing budget for launching the redesigned line was constrained, limiting their ability to generate consumer awareness and excitement for the rollout.
- Solution
- Strategic Partnership: They engaged with ShopLIFT Media to convert the assets into media credits. ShopLIFT provided retail value for the entire stock of old-packaged body wash.
- Asset-to-Credit Conversion: The old inventory was transitioned to ShopLIFT. In exchange, they received a corresponding amount in “media credits”.
- Media Campaign Activation: ShopLIFT developed a comprehensive marketing campaign for the new product line. The campaign was paid for using the media credits and their existing budget. Allowing them to secure additional placements across several channels, including: Digital, Social, and Retail Media Networks.
- Outcome
Controlled Inventory Resale:
A crucial component of the deal was the controlled and discreet resale of the old-packaged inventory. ShopLift agreed to distribute the products only through pre-approved, non-competing channels that would not disrupt their primary markets. These channels included:
- Hotel and hospitality suppliers.
- International markets where the brand had no existing presence.
- Correctional facilities and other institutional buyers.
Execution
Audit of existing listings & past campaign data.
Segmented audiences using Walmart first-party signals (household type, seasonality).
Creative testing (image + copy variants) and timed promotions to match in-store flyers.
Daily optimization during the 3-week promotion window.
- Results
In three months, NatureMix achieved a 58% improvement in ROAS, a 27% sales increase, and doubled CTR during the campaign window.
- Key Takeaways
Seasonal alignment amplifies media impact.
First-party segmentation yields higher relevance and conversion.
Rapid creative testing uncovers high-performing ad templates.
