Pharos gives you an awareness of your content score so you can make improvements and improve visibility.
It's common knowledge that Walmart buyers require suppliers to achieve a 95% content score on all items. From the number of characters in your title, to the length of your description, to the number and quality of images, the content score is based on a variety of factors. Walmart requires all items to be optimized for discoverability and search engine optimization. The Pharos Retail Analytics Suite is able to help you quickly evaluate your items and make swift changes where needed.
A supplier recently had some pressure from the category buyer to get item scores above 95%, a specific subcategory in particular. The scores of these items were going to be brought to a walkthrough with the category leadership team. The supplier was also reminded by the buyer that brands with higher content quality scores are prioritized concerning dotcom and digital sales opportunities.
We used our content tool to analyze not only which items were below the desired 95% threshold, but to gain insight into which specific core content aspects needed attention. Using the interactive content tool, we were able to see the overall average score of the supplier’s items, as well as the average scores of specific product types. This allowed us to view item scores from the product type level for the subcategory items that had been called out, since those items were our main focus. The tool also aided an even deeper analysis where we looked at each individual item. Showing which core content aspects are lacking by highlighting them in red, we were then able to easily compare the items' current metrics to the metrics that are recommended by Walmart based on product type.
Using the content dashboard to guide us to problem areas within the items, we were able to make efficient updates to the items. Following the updates, the supplier was quickly able to report to the buyer that all of their current items, including the ones in the “trouble” subcategory, were above 95%.
Walmart Content Quality Scores are recorded internally by Walmart and are often referred to during product and placement evaluations. Items that have been fully optimized will not only rank higher in the search results, but perform better leading to greater sales. Leave no room for doubt and use the Pharos Retail Analytics Suite to keep a close eye on all of your Walmart items.
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