Last week Walmart hosted a Supplier Growth Forum in Rogers, which promoted the new technological developments for online shopping.

Suppliers with any questions were able to join Whytespyder’s CEO, Eric Howerton, and Senior Account Services Director, Joyce Grippi, who hosted a Live Stream Event on February 17.

The Live Stream consisted of Eric and Joyce answering supplier questions regarding how Walmart is requesting its suppliers to improve its ecommerce. Eric states Wal-Mart is asking for, “best in class data and content.”

Eric explains how the manufacturer has an opportunity to give item-level stories and keywords that are relative to what the shopper is searching for. This moves manufacturers products up organically in search results on Google and Walmart.com.

A manufacturer needs to recognize the importance of what Eric calls an 80/20 balance. In other words, having 80% item-level content on a product page and 20% brand messaging.

Eric explains that in today’s society, suppliers are faced with a shopper who is connected 24/7, who is empowered, and who is actively searching for product information. He provides further commentary that shoppers are not looking for a product; they are looking for information that provides “a solution for their problem.”

What Wal-Mart and each manufacturer must do is follow the customer. Shoppers are online, and in order to compete, the manufacturer must provide the onmichannel experience. Eric describes this as a “content race,” and the ones who are already running it are the ones who are winning.