Ensure online sales success with Publication Insights

In the Luminate Ready series, we’ll deep-dive into key Luminate Charter reports, beginning with tips to ensure your products are Published, Eligible, Available, and Transactible (PEAT) for full omnichannel viability.

For Walmart suppliers, crafting an omnichannel strategy is no longer optional, but essential. That’s why Luminate Charter offers a wealth of data available across all sales channels including in-store, pick-up, delivery, and online (Walmart.com).

While the data is powerful, data alone is just the beginning. Crisp’s Retail Analytics suite brings the breadth of Charter insights to life in clear, organized visuals for daily decision-making across all teams. In this article, we’ll share what you need to know about PEAT and using the data in real life to ensure your products perform both online and in-store.

What is PEAT?

Crisp Retail Analytics contains a Publication Insights report with PEAT – your one-stop shop for understanding online product sellability. The powerful tool breaks down your entire product portfolio by points of distribution (PODs), revealing which are:

• Published: Properly listed and visible on the website
• Eligible: Meeting all criteria to be sold online
• Available: In stock and ready for purchase
• Transactable: Able to be bought and processed through the website without issues

Additionally, Crisp’s  reporting offers insights for immediate actionability:

• Unstransactable POD count provides an overview of your product categories, revealing top products with the most unavailable points of distribution, and reason codes for each. Examples of these reasons might include missing aisle information (preventing the item from being picked), restrictions (eg. state laws and regulations), detailed missing product information, and more.

• Lost Sales takes this a step further, assigning a quantified number of estimated lost sales dollars for each untransactable SKU. This is calculated by combining the product’s typical store performance with the duration of its downtime, and helps you evaluate the relative importance of any PEAT issues to focus your attention.

PEAT reporting can serve as your roadmap to enhance sales across all Walmart channels and deliver a seamless shopping experience for customers, both online and in-store.

PEAT performance: How a beauty brand recovers lip balm sales with Luminate reporting

How can you use PEAT data to unlock omnichannel success? Let’s walk through an example of how hypothetical brand “Beauty Botanicals Co.” would navigate PEAT reporting in Crisp’s Publication Insights module.

Step 1 – The company, a Luminate Charter subscriber, logs into Crisp’s reporting suite and navigates to the Publication Insights Summary report located in the Digital Pulse module.

Step 2 – They observe that 98% of their points of distribution (PODs) are published; 100% of their products are eligible for online purchase; 63% are in-stock and available; and 60% are live and digitally transactable.

Step 3 – Let’s dig into that 60% transactable number, which should be higher. The Untransactable POD Count section reveals that 150,000 PODs are not currently selling online, with most products stemming from the Lip Balm category.

Step 4 – The Lost Sales section reveals the top 10 SKUs that are not currently transactable. A closer look shows that the top 2 offenders, Berry Bliss and Minty Mojito, amount to a combined $68,000 in lost sales; or $36,000 and $32,000 over the last 90 days respectively. This is worth a closer look.

Step 5 – Clicking into Untransactable PODs by Reason, the brand sees a host of reason codes that inhibit online availability. Both of the top 2 products, Berry Bliss and Minty Mojito, are flagged for “Missing Item Information”.

Step 6 – Upon further investigation, both products are missing dimension information, and the company’s employee remedies the formerly unapparent error.

Step 7 – Two weeks later, the team notes an uptick in online sales for the two products and an improved availability and transactability percentage in PEAT reporting.

Step 8 – With all product detail information squared away, the team continues to monitor for any future dips, which may reveal inventory issues. By staying on top of inventory allocation efforts, the team can continue to keep sales channels flowing – and sales growing. 

In addition to improved revenue across all sales channels, continuous PEAT score improvement can enhance Beauty Botanicals Co.’s relationships with Walmart merchants, unlocking future  growth opportunities.

This is just one example of how brands can transform Charter’s rich data sets into actionable insights with Crisp. For more information on Walmart Luminate, Charter features, and Crisp reporting capabilities, contact our team.