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After a product re-categorization at Walmart, the brand was facing visibility issues for their top SKUs affected by the category change. The existing PDP content for affected products no longer aligned as strongly with the new category search algorithm. As a result, SKUs were losing organic visibility and appearing less on page 1. To avoid losing sales any further, the brand needed to re-align its content to the new category.
The brand leveraged Content Optimizer to identify gaps in keyword coverage and category alignment. Using GenAI recommendations, they updated product titles, descriptions and bullets across affected SKUs to include high-value search terms in the new category. Alongside the content improvements, the brand increased sponsored activity using Shelf Intelligent Media to support visibility, helping accelerate gains in organic rank and maximize the impact of the content optimizations.
The brand then used digital shelf data to quantify the direct impact of the content changes by comparing performance to control SKUs that did not have their content changed. This allowed the brand to isolate the content changes they made as the factor driving impact and not have results skewed by other factors like sponsorship.
Using both Content Optimizer and Shelf Intelligent Media improved organic discoverability in the new category, with the most notable SKU increasing the number of days spent on page 1 by 98%. Compared to the control product that had no content changes and the same level of sponsorship, this was an increase of 79%. The data was clear: the content optimizations drove the increase in time spent on page 1.
