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Walmart offers members of its supplier data program customer product testing

Walmart Data Ventures
Walmart is letting suppliers test products in customer homes.

Participants in the Walmart Luminate supplier platform can now test products live in shopper homes.

Walmart introduced the platform which provides a unified picture of category performance and consumer trends at scale in 2021. (Later this year, Walmart Luminate will become known Scintilla.)

[READ MORE: Walmart expands, renames Luminate data platform]

Now, the Walmart Data Ventures first-party customer data division that oversees Walmart Luminate is offering early access for In-Home User Tests (IHUT) to Walmart Luminate subscribers. 

This streamlined, end-to-end service enables suppliers to test their products with verified Walmart customers through the Walmart Customer Spark Community, an invitation-only group of customers that provides feedback on products and services.

Luminate members have had access to video commentary from real customers in the Customer Spark Community to aid efforts including sentiment analysis, concept testing, product feedback, rebranding, and store experience since 2022.
  
Starting Wednesday, Jan. 22, 2025, eligible suppliers can test their products with verified Walmart customers through the Walmart Customer Spark Community. IHUT enables customers interact with products as they normally would from their own homes. The goal of the program is to provide insights around pricing, efficacy and messaging, as well as enable suppliers to test and innovate with speed based on their findings.

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In addition, Walmart introduced an expanded research services offering for suppliers in 2024 that can be customized to address specific client needs, ranging from full-service to strategic consulting.   
  
“With the introduction of In-Home User Tests and research services, we’re taking giant strides to integrate the customer voice into every stage of product development, equipping suppliers with valuable insights and enabling them to innovate faster,” Linda Lomelino, head of product and design at Walmart Data Ventures, said in a corporate blog post. “As we continue to invest in these offerings, we look forward to deepening our understanding of the Walmart omnichannel shopper and ultimately, driving success for our valued suppliers."

In 2024, Walmart announced the international expansion of the Walmart Luminate platform, which began with Walmex in Mexico and then launched in Canada in November.

Based in Bentonville, Ark., Walmart Inc. operates more than 10,500 stores and numerous e-commerce websites in 19 countries.

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