Walmart Connect Strategic Framework (Internal)

This site is an internal, practical guide for turning client goals into Walmart Connect campaigns.

How to use this site

1. Start with the objective (launch vs. defend vs. seasonal vs. challenger).
2. Use the playbook to choose the campaign stack + phasing.
3. Use Foundations to sanity-check tactics, eligibility, and expectations.
4. Use Audiences to pick targeting that matches the funnel stage.
5. Use Toolkit to speed up briefs, budgets, and test plans.
6. Use Troubleshooting when performance differs from expectations.

Quick start (90 minutes)

1) Pick the closest playbook

• New Product Launch
• Defend Market Share (Always-On)
• Seasonal Event
• Challenger Brand / Conquesting

2) Validate prerequisites

• Item page quality, in-stock, buy box, reviews
• Brand assets (logo/headline/video) if using SB/SV/Display
• Landing page (Shelf / Brand Shop) ready if driving traffic

3) Choose the campaign stack

Use the placement and eligibility table in: - Tactics & Ops

4) Plan budgets and success metrics

• Use funnel stage KPIs in Strategic Framework
• Use budgeting rules-of-thumb in Tactics & Ops

5) Pick audiences for funnel stage

• Audience Selection Guide
• Persona Audiences (FY26 Q3)

6) Launch, monitor, and iterate

• If you see underspend / high CPC / weak conversion, start at:
• Performance Triage