Influenced: Uncovering a viral moment that boosted sales
Learn how E.T. Browne leveraged Scintilla to diagnose the cause of an inventory dip and adjust their strategy for organic growth.
When E.T. Browne noticed a dip in the in-stock percentage for their Palmer's Cocoa Butter Formula Firming Body Lotion, they turned to Scintilla data for answers. Initially, they were unsure what was driving this unexpected surge in sales that caused it to exceed the forecast.
Through Scintilla Channel Performance, they determined that in-stocks for the product were dipping 10-20%, but that there was a lift in omni-sales and items sold. They also noticed that the product was being sold at Walmart stores that didn’t carry it, clueing them in to online orders being a driver.
They now understood where the dip was occurring and what was driving it. But why now? Why was this product selling out faster than they had forecasted? They hypothesized that the unexpected lift was tied to an organic TikTok video created by influencer, Nina Pool, which had recently gone viral. To confirm this, they turned to Scintilla Digital Landscapes and its ability to track pre-purchase behaviors of Walmart.com and Walmart App shoppers. By tracing the point-of-sale data to Google search results, they found a correlation to the time shortly after she had posted her video. They also noticed a continued surge and believe that the authenticity of Nina's videos created a sustained lift in sales both online and in-stores.
In response to this unexpected surge in demand, E.T. Browne worked with their Walmart Replenishment Manger to write a store specific order for stores that ran out of inventory. This was in addition to adjusting their forecast to accommodate that sustained lift in sales.
Working proactively to reduce their response time to future unexpected sales lifts, they’ve set threshold notifications in the Channel Performance Insight Dashboard for an immediate notification of anomalies. They have also begun to routinely monitor purchase behavior in Digital Landscapes to identify the root causes of sales surges sooner.
Ready to learn the additional steps they’re taking to ensure they’re ready for any future spikes? See their story now!
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