Flywheel helps Bayer close the gap between in-store demand and digital visibility

The challenge: in-store and digital performance were not working together

Bayer wanted to grow its Walmart business by better connecting what was happening in stores with what consumers could find online.

For omnichannel growth, strong in-store performance is only part of the equation. If a product is gaining momentum in stores but has limited visibility on Walmart.com, brands may be missing opportunities to capture digital demand, support online conversion, and influence consumers across the full shopping journey.

Bayer needed a more precise way to identify where incremental Walmart Connect investment could make the biggest impact. That meant looking beyond media performance alone and using item-level data to understand where in-store momentum, digital penetration, and search visibility were out of sync.

The approach: use Scintilla data to find the clearest growth opportunity

Flywheel used Scintilla channel performance data to analyze item-level performance across in-store and digital signals.

This analysis helped identify a specific high-opportunity SKU in Bayer’s portfolio: an allergy item that was performing strongly in Walmart stores, with more than 300% in-store comp growth, but had low digital penetration and limited visibility in Walmart.com search results.

That gap revealed a clear opportunity. The product was already resonating with Walmart consumers in stores, but it was not as easy to discover online. By connecting Scintilla insights with Walmart Connect activations, Flywheel could make a stronger case for incremental media investment where it had the potential to drive outsized omnichannel impact.

The solution: turn in-store momentum into Sponsored search visibility

Based on the Scintilla analysis, Flywheel recommended increasing Sponsored Products investment for the high-opportunity SKU by 70% month over month.

The campaign used Sponsored Products to improve the item’s visibility in Walmart search results for relevant cold and allergy keywords. Flywheel also used Digital Landscape keyword data to refine and expand keyword coverage toward more efficient, high-intent terms.

This approach helped connect the dots between what was already working in stores and where Bayer needed stronger digital support, turning item-level performance signals into a more targeted media strategy.

The results: stronger visibility, sales, and media efficiency

From September 2025 through January 2026, the campaign delivered:

• 25% improvement in organic search ranking

• 169% increase in media-attributed sales

• 24% reduction in CPCs

These results show how item-level channel performance data can help brands identify where incremental media investment is most likely to drive impact, then optimize toward more efficient digital growth.

Why it matters: better data creates smarter investment decisions

For many brands, in-store and digital performance are still treated as separate stories. This case shows why that can leave growth on the table.

The item was already gaining traction in Walmart stores, but without connecting that signal to digital penetration and search visibility, it would have been easy to miss the online opportunity. Scintilla channel performance data helped Flywheel see where consumer demand was already building and where media could help close the gap.

The best opportunities are not always the products that are already winning online. Sometimes, they are the products showing strong demand in one part of the business but lacking the digital visibility to convert that demand across channels.

The takeaway: omnichannel signals can unlock incremental growth

Scintilla channel performance data helped Flywheel and Bayer move from reactive media optimization to more proactive investment planning.

By identifying products with strong in-store momentum but low digital penetration, brands can make smarter decisions about where to increase spend, improve digital discoverability, and support incremental omnichannel growth across Walmart.

Want to uncover where in-store momentum is not yet translating into digital growth? Let’s connect.