Executive Summary
Metrolina Greenhouses, Inc. an established DSD supplier, sought to break into Walmart’s marketplace, but was limited by:
- Resources and bandwidth.
- Up-to-date knowledge of ecommerce and ecommerce advertising.
- A large product catalog with over 2000 SKU’s and seasonal variability created an opportunity to partner with Teikametrics.
By partnering with Teikametrics, they gained access to industry-leading AI Technology which automatically optimized their campaigns. Teikametrics’ team of experts employed strategic dayparting seasonal campaigns, ultimately increasing ad sales to nearly $260,000 and increasing YOY quarterly growth by 167%.
Teikametrics is the secret ingredient to unlock a new level of success and understanding. Teikametrics has become an integral part of our team and growth strategy. The analyst team was patient throughout the onboarding process and equally eager to learn the nuances of live plants and how they could apply their knowledge. Our partnership has created a bond of trust and understanding to drive results today and for future growth.
Challenge
Since their founding in 1972, Metrolina Greenhouses, Inc. was able to build a strong supplier partnership in stores through a commitment to product and innovation. However, breaking into ecommerce proved more challenging for the plant seller. Metrolina understood the importance of selling online, and that Walmart offered a large growth opportunity, but was concerned with their lack of knowledge. To leverage the opportunity, Metrolina crafted a strategic plan to stand up and exponentially grow e-commerce business as a new division in their business model. To meet and exceed their company goals, they had to move fast. They committed to closing the knowledge gap and expanding their understanding of e-commerce advertising with increased resources internally and externally with third party support.
Metrolina partnered with Teikametrics to grow their product offerings on Walmart with the power of industry-leading technology and AI-powered campaign management.
With the support of Teikametrics, Metrolina Greenhouses confidently entered the DSV business at Walmart with consideration to their team and confidence in Teikametrics’ ability to manage the fluctuating budgets and peaks and valleys of the seasonal business. To achieve their desired growth, Teikametrics employed several strategies to maximize Metrolina’s performance:
- 1:1 campaign structure
- Strategic dayparting schedule
- Seasonal SKU campaigns
- Presale item campaigns
- Leveraging bid multipliers
Solution
Metrolina Greenhouses, Inc. boasted a sizable catalog of products, focused mainly on brick-and-mortar sales. This meant that the majority of online efforts fell on Teikametrics with the minority of their advertising budget. To fit these constraints, Teikametrics had to establish a foothold with new sales in a way that fostered growth without requiring additional resources.
To maximize performance, Teikametrics leveraged several campaign types to extend Metrolina’s reach and budget. At launch, Teikametrics’s team leveraged Flywheel 2.0’s next-gen AI technology to create a 1:1 campaign structure for priority items with a conservative bidding strategy. This approach used broad phrase-match keywords to identify opportunities and exact-match to capitalize on key terms with historically good performance.
Using the data gained from this initial campaign launch, Teikametrics’ team leveraged Flywheel 2.0 to fulfill focused campaigns, including:
- Strategic dayparting schedules to maximize opportunities with the limited ad budget during the initial month of onboarding Metrolina by running only during weekends
- Seasonal SKUs to drive max exposure on business-critical search terms to maximize conversions
- Strategic campaigns on presale items to launch ahead of time to avoid supply chain issues and challenges
- Leverage bid multipliers on top-performing platforms and page types to utilize additional budget and drive incremental sales
Results
Metrolina Greenhouses, Inc. saw their year-over-year quarterly growth increase by 167% in Q4 of 2022. Teikametrics was able to show the value of advertising with data driven metrics that ultimately increased a modest budget to nearly $56,000 over the year. With this partnership, Metrolina captured nearly $260,000 in ad sales, keeping RoAS at a healthy $4.65.
Teikametrics’ strategic dayparting was especially successful for Metrolina. By focusing ad spend on the weekends when most consumers would be shopping for plants, Flywheel 2.0 improved the performance of their budget. In fact, Teikametrics achieved a RoAS of $11.84 (over double their goal) and captured $20,769 in ad sales at a conversion rate of 10.51%*.
Additionally, Metrolina’s team has become accustomed to selling online, now able to further develop their strategies and expand their business virtually in new markets.
*Note: these statistics were for the date range: 06/30/2022 to 08/31/2022
