Walmart extending Scintilla to Sam’s Club
Walmart Inc. is bringing its first-party commerce intelligence platform to its Sam’s Club banner.
The discount giant will expand the Scintilla platform, which provides a unified picture of category performance and consumer trends at scale, to its Sam’s Club warehouse club subsidiary in 2027. Walmart introduced the Scintilla platform under the name Luminate in 2021 and then updated it to Scintilla earlier in 2025.
[READ MORE: Walmart expands, renames Luminate data platform]
According to Walmart, "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.
Scintilla is designed to connect insights across Sam’s Club members, omnichannel performance and business outcomes in a single platform, giving the retailer’s merchants and suppliers information they can use to anticipate customer needs, strengthen collaboration and make more data-driven decisions to support stronger assortment, improved availability and better customer experience.
"Everything starts with the member and understanding what they need, what they love and what they’re looking for next,” said Myron Frazier, chief merchant, Sam's Club. "Scintilla will help our merchants and suppliers listen better and act faster. It gives us a clearer view of what matters to our members so we can bring them the right items, create more moments of discovery, and keep making Sam’s Club a place they are excited to come back to.”
Walmart also recently brought together its retail media businesses — Walmart Connect closed-loop U.S. commerce media business., Walmart Connect International and Sam’s Club Member Access Platform (MAP) retail media network — together as part of a global commerce media strategy. As part of the new strategy, the Sam's Club's MAP retail media network is being rebranded as Sam's Club Connect.
Walmart Connect U.S., Walmart Connect International and Sam’s Club Connect will operate separately to serve the "unique needs" of their markets. But “they are increasingly aligned around a shared vision,” according to Walmart.
Based in Bentonville, Ark., Walmart Inc. runs 10,900 stores and numerous e-commerce websites in 19 countries. Sam’s Club operates more than 600 clubs across the U.S. and Puerto Rico.
