Walmart expands, renames Luminate data platform
Walmart Luminate will soon be known by a new name as it launches additional features and enters more global markets.
Beginning in 2025, Walmart Luminate, which provides a unified picture of category performance and consumer trends at scale, will become Scintilla. According to the retailer, "Scintilla," a Latin term meaning "spark," signifies the power of a single insight to ignite a new idea, like how even the smallest, most granular piece of data can drive business decisions that make a significant impact.
Walmart introduced Walmart Luminate in 2021, and earlier this year announced the international expansion of the Walmart Luminate platform, which has begun with Walmex in Mexico and will be followed by Walmart Canada later in October 2024.
The retailer is also making a feature called Walmart Luminate Insights Activation for participants in its Walmart Connect retail media network, rolled out in beta in April 2024, available to all members of the Walmart Luminate Charter paid subscription service.
Insights Activation lets users seamlessly apply Walmart Luminate data to Walmart display ad campaigns using a self-serve, automated solution. Other recently introduced Walmart Luminate offerings include a full rollout of Digital Landscapes, a self-serve insights solution within the Walmart Luminate comprehensive data analytics product suite designed to help suppliers understand shoppers better.
[READ MORE: Walmart launching beta of customer behavior solution for suppliers]
According to Walmart, its Walmart Data Ventures first-party customer data division that oversees Walmart Luminate has increased its U.S. client base by 173% since 2023, with representation from small-to-medium sized businesses growning more than 100% year-to-date.
"As customers continue to evolve and have endless options to choose from, it’s essential to move with speed and stay agile to better serve them how, when, and where they want," Walmart said in a statement. "By enabling insights to action and maximizing every touchpoint across the customer journey from home to store and the product journey from source to shelf, Walmart Data Ventures aims to generate even more value for its customers, suppliers, merchants and store operators."
Based in Bentonville, Ark., Walmart Inc. operates more than 10,500 stores and numerous e-commerce websites in 19 countries.
