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The problem:
The grooming tools brand Wahl was already a market leader in Walmart’s physical stores. The brand wanted to expand its presence online—but digital penetration in the grooming market is modest.
Through Intentwise’s ads and analytics platform for Walmart Connect, the brand noticed that its Sponsored Search ads on Walmart were drawing a lot of repeat buyers. It wanted to bring in net-new shoppers, at the top of the funnel.
The solution:
In March 2026, after Wahl realized that its Walmart search ads were reaching the same small group of shoppers, it turned to Intentwise for help cracking the upper funnel.
Through our platform, Wahl could run Walmart DSP ads to shoppers who rarely buy grooming products online.
Wahl decided to allocate money toward two particular audience segments. Most of the spend went to Predicted Buyers, which were designed to help with prospecting New-To-Brand shoppers, with a small segment of Walmart DSP spend going to Lapsed Buyers, who would help with re-engagement.
From there, Wahl continued running Sponsored Search ads to re-engage these DSP-exposed shoppers further downstream.
This full-funnel strategy not only brought in net-new shoppers, but it also improved the effectiveness of ads lower down the funnel. Intentwise’s connected data foundation enabled Wahl to bring together DSP and Sponsored Search performance, providing greater visibility into how upper-funnel audience engagement translated into downstream advertising outcomes.
The brand saw its DSP-promoted products grow 18.2% YoY across the board, with particular boosts in online sales: online sales were up 69% YoY. The DSP campaigns achieved a 91.9% NTB order rate, demonstrating their ability to reach net-new shoppers.
Alongside the DSP activation, Sponsored Search performance also improved, with a 13% jump in purchase rate and 6% improvement in ROAS.
